PRIVATE VIEW: This week's brave Private Viewer is given a run for his money by one of advertising's most influential and discerning critics - that's Steve Henry, builder, who is known to agencies everywhere as The Man In The Street

STEVE HENRY 1



First off, a big welcome to my namesake who is gracing these hallowed

pages for the first time. I hope he becomes a regular feature.



Having the name 'Steve Henry' as synonymous with the genuine voice of

the consumer can't be bad for new business. And any occasional slip-ups

from me (such as doing an ad for Claims Direct, or being caught in a

crack den in Harlesden) can be conveniently blamed on 'the other Steve

Henry'.



Starbucks is a beautiful campaign, with a beautifully simple

thought.



A place to make you feel at home - so they show people really treating

the place like home. It's also got great music. The visuals, showing

people undoing their shirts and making jigsaws, aren't exactly what goes

on at my place. But then again, the words 'Danish sandwich', 'Uzi

submachine gun' and 'my bitches' don't always get a rapturous welcome

from the BACC.



(It reminds me of the Victorian lady who, after watching Anthony and

Cleopatra on the stage and witnessing a tableau of snakes, poison,

sword-fights and corpses, said to her friend: 'How different, how very

different, from the home life of our own dear Queen.')



EOC. Good stuff. A lovely bit of writing. We see a woman getting angry

because, as the voiceover says, once a month she gets a painful reminder

of her sex - her pay is 18 per cent less than her male colleagues'.

Great to see an agency taking a brief which could make the world a

better place and actually delivering something worthwhile.



Lucozade Sport. Instead of showing sexy athletes doing their stuff, we

see a little bald trainer who looks like the bloke who used to be in the

Benny Hill shows. It's different, and he comes across as genuinely

motivating.



In my view, anyway. But I'm not really in the target market. I'm still

waiting for the first isotonic lager. It's like a female friend of mine

who rather brilliantly joined a gym which doesn't open until

October.



I think that has the germ of a fantastic business idea in it.

Personally, I'm currently looking for a personal trainer with

Alzheimers, who will keep forgetting to turn up.



Miracle Gro. Not a very original idea - a plant compost that makes

plants grow. Well, I'll be blowed, what will they think of next? A

detergent that cleans your clothes? But the execution transforms it.

We're seeing a director at the peak of his talent here - some of the

shots are instantly, irresistibly funny.



Four interesting TV ideas, then. Now the print.



Port Salut - not bad. I quite fancy a bit of it, actually. The cheese

looks tasty.



Habitat. Nice design, nice writing. But does 'nice' re-energise a

brand?



Personally I got a lot more motivated reading Tom Dixon's design

philosophy in The Sunday Times.



Finally, thanks to Campaign for injecting a new idea into Private

View.



Anything which highlights the inherent subjectivity of this column (or

the Turkey on the back page) can't be a bad thing.



My views and those of Larry Barker are, ultimately, of no more value

than if something happens to get on the wrong end of John Tylee's

Bic.



Although I imagine we will all have learned something from the untainted

view of the other Steve Henry.



I just wish we could have reviewed the latest Polo ad about peace of

mind. A great idea with fantastic music. My only worry is that the

visuals remind me of all the scariest minicab trips I've ever taken.



Talking of which - Steve, do you fancy a pint?



STEVE HENRY 2



I am 41 years old and married with four children. I buy the Daily Mail

every day and I'm going to buy a computer so I can surf the net.



I wouldn't call myself an advertising convert but I remember liking

those Cinzano ads from the 70s starring Joan Collins and Leonard

Rossiter. The only ads that have come up in conversation among my

friends recently have been the Budweiser 'whassup?' ads and Reebok's

beer belly. I'd generally rather make a cup of coffee than watch an ad

break, but ads are getting better and better. Car commercials are the

worst: they're very samey - I can't pick one out.



I've not got a lot to say about the various ads I've looked at. Only to

say there have been so many great memorable ones in the past - but not

any of these. Sorry.



Starbucks shows us two ads. The first opens with a man arriving at

Starbucks after a supposed hard day at the office. An assistant hands

him his regular drink and he relaxes on a sofa. The second shows a girl

doing herself up for a night out. She asks her boyfriend, who is playing

with a jigsaw puzzle, if he is coming. He says he wants a night in. The

aim of these ads is obviously to produce a homely environment, one

which, once settled, you wouldn't want to leave. The campaign is aimed

at late-night cinema goers. It doesn't really work for me though.



Lucozade Sport shows a series of scenarios featuring a 'coach' giving

advice to various sportsmen. Interestingly, no women - mistake? The name

of Lucozade is never actually spoken by anybody, but the brand name is

featured prominently in the background in most scenes. The idea is that

Lucozade gives that extra boost of energy to help you achieve your goal.

To be honest I spent most of the time trying to identify the sportsmen.

I only recognised one - Matt Dawson, the England rugby player.



EOC. This ad opens with a woman looking very upset at work. She is

obviously in a mainly male working environment, and appears more tearful

as the time passes. She marches off, clearly in a bad mood, pushing past

her laughing male colleagues. The men mention the obvious 'time of the

month' as she walks out. Heading straight for the ladies loo, she looks

at her payslip and it's revealed that women can earn 18 per cent less

than men for the same job. I originally thought it was another tampon ad

and braced myself for the usual fluffy stuff. I was wrong.



Plant & Gro (Miracle Gro). The music makes you look at this one. It's

really catchy - my two-year-old son started to dance to it and asked if

I could rewind the tape. The ad is funny, the timing is good. I liked

it. The music stayed in my head for the rest of the day. A winner with

me - and my two-year-old!



The Habitat posters use clever wording and pretty colours to grab your

attention. Not mind-blowing stuff, but very effective. The idea is that

their goods are too stylish to hide away - get out and show them off in

your garden.



The Port Salut posters show two big guys looking mean and moody. One guy

has a bunny keyring, and the other guy is wearing a daisy chain on his

head. The idea is that, like the product advertised, the men are soft on

the inside. I thought these posters were dull, and unless you checked

out the punchline at the bottom, you could mistake them for a WWF

wrestling ad. If I saw these on a billboard I wouldn't take much notice.

Sorry.



GLAXO SMITHKLINE

Project: Lucozade Sport

Client: Fiona Labram, marketing manager

Brief: Lucozade helps you achieve the winning margin

Agency: Ogilvy & Mather

Writer: Mark Fairbanks

Art director: Mark Orbine

Director: Sam Cadman

Production company: Rogue Films

Exposure: National TV, cable and satellite

STARBUCKS

Project: Starbucks

Client: Cathy Heseltine, marketing director

Brief: Position Starbucks as the ultimate place to relax and enjoy a

break from everyday life

Agency: Fallon

Writer: Rob Potts

Art director: Andy Jex

Director: ACNE International

Production company: Arden Sutherland-Dodd

Exposure: Cinema

HABITAT

Project: Habitat

Client: Juliet Sokol, group marketing manager

Brief: Challenge the way people think about their homes

Agency: TBWA/London

Writer: Peter Reid

Art director: Carl Broadhurst

Typographer: Dan Beckett

Exposure: National press and posters

EQUAL OPPORTUNITIES COMMISSION

Project: Launch of EOC equal pay taskforce

Client: Sarah Wootton, head of communications

Brief: Originally a press brief to highlight the pay gap between men and

women. The creative team then went and shot the ad off their own backs

Agency: Lowe Lintas

Creative team: Wayne Hanson and Jeff Curtis

Director: Chris Beckles

Production company: Itinerant Films

Exposure: Cinema

BEL UK

Project: Port Salut

Client: Bel UK

Brief: Build consumer understanding of Port Salut by focusing on its

mellow taste

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: James Fryer

Art director: Majella Lewis

Typographer: Alice O'Shea

Photographer: Tim O'Sullivan

Exposure: Cross-tracks

SCOTTS

Project: Plant & Gro compost

Client: Scotts

Brief: Plants rooted in Miracle Gro Plant & Gro compost grow with

amazing abundance Agency: BMP DDB

Writer: James Sinclair

Art director: Ed Morris

Director: Chris Palmer

Production company: Gorgeous Enterprises

Exposure: National TV



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