Private view

I have recently moved house. As I’m sure many of you are aware, this involves the complicated task of unplugging one’s video and TV and then plugging it all back together again. During the course of the move, my TV and video have also managed to detune themselves, which makes the task in hand even more complicated. Particularly as the removal men have put the instruction manuals into storage.

I have recently moved house. As I’m sure many of you are aware, this

involves the complicated task of unplugging one’s video and TV and then

plugging it all back together again. During the course of the move, my

TV and video have also managed to detune themselves, which makes the

task in hand even more complicated. Particularly as the removal men have

put the instruction manuals into storage.



Consequently, I spent last weekend kneeling in front of the TV prodding

tiny black knobs at random, cursing, sweating and developing pins and

needles below my knees that were so bad, at one point I thought

amputation was the only way forward.



During the course of my ordeal, and quite by accident, I discovered how

to programme rude words into the TV’s station display graphics. So when

I pressed Channel 1 on the remote, the four-letter slang for a man’s

genitals came up full screen in bold green type. When I pressed Channel

2, a word meaning sexual intercourse or pipe tobacco appeared. Channels

3 and 4 carried equally puerile four-letter station identifications. How

my handy work made me laugh.



Then this evening I finally managed, thanks to a rather Heath Robinson

bit of wiring, to persuade the video player to play videos. However, now

I can’t work out how to get rid of the rude words. So every time I put

one of the video tapes supplied to me by Private View into the player,

the word ‘crap’ comes up on screen...I just thought you ought to know.



There was a time when food brands did classy advertising and

supermarkets did trashy advertising. These days it seems to be the other

way round. The Findus ads for Create-a-Stir and Toasties, though not

without wit, are trashy as hell. Packed full of ‘busy mum’ cliched

jokes, they will, I dare say, give Findus sales a shot in the arm short

term. But long term? My prediction is that more and more ‘busy mums’

will defect to those nice supermarket own-labels with their confident

and stylish advertising.



This PPP ad is most cleverly directed. I’ve watched it several times in

an effort to work out how they did the special effects. But somehow it

lacks the emotional effect that I think is so important in this kind of

advertising. For me, it’s a cold point in a campaign that up until now

I’ve found quite warm and appealing.



The Royal Mint’s Euro 96 pounds 2 coin brings George Best back from the

boozer. I’d really hoped these ads would be corkers just because I

worshipped Besty in the 60s - when I was very young indeed - and in my

eyes he can do nothing wrong. These ads are OK, but they’re not the

stuff that legends should be making. George, for my sake, stick to

shagging blondes.



This week’s potential high points are the three-minute comedy drama Seat

ads. A very noble attempt to break out of the box - and here speaks a

man who knows just how difficult it is to make three-minute ads

interesting. I hope they work. I hope people love them. I hope they sell

a lot of Seats.



My dog is in the process of eating the Cats Protection League ads. When

it comes to advertising matters, she is not very discerning and is

prepared to swallow the most ghastly of puns.



The Reebok poster, to me, is just a Nike poster without the ‘just do it’

grunt.



So there we go. The carpet at Grosvenor House will not, as Sir Trev

would say, be seeing too much wear and tear as a result of the ads in

this week’s Private View.



Still blinking mischievously in the corner of the room, my TV is less

diplomatic.



Robert Campbell is a creative partner at Rainey Kelly Campbell Roalfe



Seat UK



Project: Seat cars

Client: Gary Savage, marketing manager

Brief: Show that the Seat brand offers the most enjoyable and enlivening

experience in the car market

Agency: Leagas Shafron Davis

Writer: Rob Janowski

Art director: Steve Grime

Director: Geoff Posner

Production company: Academy

Exposure: National TV



PPP Healthcare group



Project: PPP Healthcare

Client: Chris Webster, head of brand marketing

Brief: Show that PPP Healthcare is always there to support you

Agency: M&C Saatchi

Writers: Simon Dicketts and James Lowther

Art directors: Simon Dicketts and James Lowther

Director: John Booth

Production company: Partizan/Midi Minuit

Exposure: National and satellite TV



COI/Royal Mint



Project: Euro 96 pounds 2 coin

Client: Martin Humphries, campaign manager

Brief: Position the pounds 2 commemorative coin as the perfect souvenir

of the European football championship

Agency: WCRS

Writer: Andy Brittain

Art director: Tim Robertson

Director: John Lloyd

Production company: Limelight

Exposure: National TV



Reebok



Project: Football boots

Client: Robert Fallow, marketing director

Brief: Peter Schmeichel wears Reebok football boots

Agency: Lowe Howard-Spink

Writer: Paul Silburn

Art director: Vince Squibb

Photographer: Express Newspaper Group

Exposure: National 48-sheet posters



Nestle



Project: Findus Create-a- Stir and Toasties

Client: Frank McKeown, marketing manager

Brief: Demonstrate the products’ ease of use and superior quality

Agency: Foote Cone Belding

Writer: Neil Frisby

Art director: Richard Coggin

Director: Richard Phillips

Production company: R. J. Phillips

Exposure: National TV



The Cats Protection League



Project: The Cats protection League

Client: Gordon Barrett, chairman

Brief: Elicit support for the CPL and generate awareness

Agency: Gotham

Writer: Eliza Parker

Art director: Bev Fortnum

Photographer: Julian Deghy

Exposure: Regional four-sheet posters