Private view

A private dick and a reformed porn star - two of the four Hollywood stars to appear in the new Guess Jeans commercials. Harry Dean Stanton plays a sleazy Los Angeles private detective (brilliantly) and the Natural Born Killers star, Juliette Lewis, fills the role of his hired hand. And who’s the reformed porn star? Well, it’s Traci Lords, who plays a lovesick heiress.

A private dick and a reformed porn star - two of the four Hollywood

stars to appear in the new Guess Jeans commercials. Harry Dean Stanton

plays a sleazy Los Angeles private detective (brilliantly) and the

Natural Born Killers star, Juliette Lewis, fills the role of his hired

hand. And who’s the reformed porn star? Well, it’s Traci Lords, who

plays a lovesick heiress.



Lords hires Stanton to find out if her fiance (another star,

thirtysomething’s Peter Horton) is likely to remain faithful. Lewis,

wearing Guess Jeans, of course, picks up Horton in a typical downtown LA

flesh pit and finds out, surprise, surprise, that he’s on for it.



This story of love and deception is stylishly shot in black and white

and carried along by a Chris Isaak-esque soundtrack, though this seems a

little dated in the light of Babylon Zoo. My only other niggle is that

the plot could have been a touch cleverer. Anyway, it certainly grabs

you.



Guess what Gypsy Rose and Jerry Lewis have in common? Both are the

subject of jeans commercials - for a brand that will remain anonymous if

it continues with mediocre executions of an idea that should be giving

Levi’s a run for its money. I suggest a more Lee Harvey Oswald approach

when shooting the next one.



And now for something spicy. Twiglets. These three posters are

advertising what I presume to be a new range of handy-sized packs. They

all feature enlarged pictures of the product.



In two executions the Twiglet is presented as a human leg. In the one,

the leg is dressed in a fish-net stocking and exclaims: ‘Twiglets have

got a bit saucy’ (new Worcester Sauce flavour). In the other, the

Twiglet leg is wearing a Gazelle trainer and says: ‘You can’t make a

Twiglet trendy’ (but you can dress them up in a new pack). I’m slightly

confused about what part of the anatomy the third Twiglet represents,

but my body-piercing source says it has something to do with Prince

Albert. Presumably to advertise its new feta cheese flavour. Sorry, I

found them all a bit limp.



Still on the fromage theme, what’s happened to the usual cheesy McCain

advertising? Well, it’s become harder and interactive. The commercials

show how the physical talents of McCain Pizza factory workers add an

extra topping to their already piled-high product. For example, Jack may

not be fast at topping but ‘eeeh, by eck’ he’s got big Marigold hands

(like Uncle Ernie in Tommy), and Emily, who we are told grows her own

rhubarb, uses speed to top the toppings. And, to top all this, we’re

asked to phone in to vote for our favourite topper. The obvious question

was why? So I spent 57p - one third of a pizza - phoning the premium

line to see if McCain is offering any morsels as an incentive for

voting. It wasn’t. It’s an interesting experiment, but is the

interactive part getting in the way of the extra- topping message?



Nationwide takes the classic route in its use of music. One Nation Under

a Groove is used to sell mortgages and You Can Get it if You Really Want

it sells savings. The commercials don’t make me fall off my chair but,

as a way of getting across general financial messages, they show a

considerable amount of enthusiasm and vigour.



I thought the original ‘There may be trouble ahead’ Allied Dunbar

commercials had wit, charm and an endearing lightness of touch. I’m

afraid this latest one falls slightly below par. I don’t know whether

it’s because the tune comes in half-way through - giving the impression

that it’s an ordinary financial commercial - or if the girl singing in a

male voice sounded good in theory, yet didn’t quite come off in

practice. That said, though, I know how difficult it is to stand out in

this market.



Lee Europe

Project: Lee Jeans

Client: Derek Woodgate, European marketing director

Brief: Build on Lee’s image as a desirable and sexy jeans brand

Agency: Grey

Writer: Kate Humphries

Art director: Nick Rowland

Director: Steve Ramser

Production company: the Artist Company

Exposure: National TV and cinema



Jacobs Bakeries

Project: Twiglets

Client: Anne Ozminkyj, marketing manager

Brief: Relaunch Twiglets and promote the new Worcester Sauce flavour

Agency: Euro RSCG Wnek Gosper

Writer: Nick Bird

Art director: Lee Smith

Photographer: Paul Bevitt

Model-maker: Peter Cole

Typographer: Lee Smith

Exposure: National posters



McCain Foods

Project: McCain Pizza

Client: Wayne Rowlatt, marketing manager

Brief: Communicate that McCain crams more topping on to its pizzas

Agency: HHCL Brasserie

Project team: David Shelton, Liz Whiston, Sheila Simpson, Chris McDonald

Exposure: National TV



Guess

Project: Guess Jeans

Client: Paul Marciano, president

Brief: Promote Guess Jeans after nine years’ absence from TV

Agency: Paul Marciano Advertising

Writer: Rob Jacks

Art director: Paul Shearer

Director: Andy Morahan

Production company: Great Guns

Exposure: National TV and cinema



Allied Dunbar

Project: Allied Dunbar

Client: David Sims, brand development director

Brief: Show that Allied Dunbar lets you triumph over the unexpected

Agency: Grey

Writer: Kay Truelove

Art director: Michael Keane

Director: Jeff Stark

Production company: Stark Films

Exposure: National and satellite TV



Nationwide Building Society

Project: Mortgages and savings

Client: Tracy Morshead, head of marketing

Brief: Develop the ongoing theme: ‘In tune with people, Nationwide’

Agency: GGT

Writer: Graham Cappi

Art director: Alan Moseley

Director: Kevin Molony

Production company: TTO

Exposure: National TV



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1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).