Private View

As the ’Guinness is off’ sign went up in the Ogilvy & Mather bar and some wag voiced the inevitable ’not everything in black and white makes sense’, I couldn’t help wondering about the baggage and the prejudices clients bring to a repitch from the incumbent agency. It is only human nature, I suppose, and despite assurances I’ve heard over the years from the client to their agency that the pitch is a ’level playing field’, it rarely is. After all, we all bring our own prejudices to brands and agencies and, as I emptied the envelope containing this week’s work, out tumbled my prejudices with it.

As the ’Guinness is off’ sign went up in the Ogilvy & Mather bar

and some wag voiced the inevitable ’not everything in black and white

makes sense’, I couldn’t help wondering about the baggage and the

prejudices clients bring to a repitch from the incumbent agency. It is

only human nature, I suppose, and despite assurances I’ve heard over the

years from the client to their agency that the pitch is a ’level playing

field’, it rarely is. After all, we all bring our own prejudices to

brands and agencies and, as I emptied the envelope containing this

week’s work, out tumbled my prejudices with it.



The first thing I looked for was the comfort of a familiar, favourite

agency logo on the cassette box so that I could happily wax lyrical

about the work, and there it was - BBH and, even better, it was a

One-2-One ad.



One of advertising’s best agencies executing another gem in one of its

finest campaigns. I nearly didn’t open the cassette, but I realised I’d

already seen it at home in the real world. I love Elvis, John McCarthy

and Ian Wright, although I thought the latter should have called Peter

Schmeichel and discussed career-terminating lunges. Nevertheless, I was

interested in the choices.



The whole idea of Kate Moss and the King having a chat over a cup of tea

touched me.



I know my mum would like to have a One-2-One with me more often than we

do, so I found it hard to care about a TV mum and her pretend son. I

certainly thought it was produced to the same high standard as the

others, while my son was convinced it was Paul Weller on tour.



The next thing I spotted was an Andrex ad, and I suppose my old

affections for JWT surfaced along with the love my children had for

those puppies.



Although I can only remember one really good Andrex ad - the boy on the

loo as the puppy pinches the paper - I did feel protective towards

Berkeley Square’s old bog roll, so I was hoping this one wouldn’t be as

good. My youngest still loves the pups and I found the agency had tried

hard to move them on, so we all liked the Bond movie-style spoof. I’m

glad to see the pups are alive and well at FCB.



On to another favourite agency logo, Rainey Kelly Campbell Roalfe, and

its funky attempt to tell me what’s in the Times on Saturday. Quite a

lot really, so it used clever editing of bits of different people’s

conversation joined together to tell me. Not quite as powerful an edit

as the ad of 1997 - ’Perfect Day’ - but you can never get Tom Jones when

you need him.



There are so few long-running print campaigns around that it’s hard to

have a long-term relationship with brands, so I didn’t have any

prejudices as I looked at the Carling Premier work.



The brand has aligned itself so closely with Premier League Football

that there seems little room for advertising and I wasn’t sure what

these ads were doing. I couldn’t connect ’in a world that’s losing its

head, a lager that doesn’t’ with the image of condensation on an

invisible glass.



I do remember some great Jazz FM TV work but this poster looked rather

flat and dull in comparison. I know we are always being told how

colourful radio can be, but a multi-coloured chameleon just seems a bit

plonky to me.



Prejudice being what it is, I’d left what I thought would be my least

favourite to last; a cassette from Lansdown Conquest. I don’t really

know the agency but I thought it was a fantastic product demonstration

and a great ad. What you thought was a public service film about an old

dear walking along the seafront turned out to be a demonstration of the

quickest stills camera around, the Nikon F5. It wasn’t modern MTV

direction, it was black-and-white stills from the camera that we see

photographing itself in the mirror at the end of the ad. A miracle, and

the client didn’t even reverse the mirror image of the Nikon logo.



So cheers to Lansdown and to AMV, I’m sure it will be as good for

Guinness as O&M has been.



Golden Rose Communications

Project: Jazz FM

Client: Richard Wheatly, chief executive

Brief: Present Jazz FM as a different and better radio offer

Agency: Ambler Rodford

Creative team: Alan Rodford, Mark Adkins

Photographer: Paul Bevitt

Modelmaker: Matthew Wurr

Exposure: National posters

One-2-One

Project: Mobile phone service

Client: Paul Donovan, commercial director

Brief: Announce that the

One-2-One service now covers 95 per cent of the UK’s population

Agency: Bartle Bogle Hegarty

Writer: Hugh Todd Art director: Adam Scholes

Director: Paul Gay Production company: Outsider

Exposure: National TV

Bass

Project: Carling Premier

Client: Mark Hunter, marketing director

Brief: Emphasise the difference between Carling Premier and other lagers

in the market

Agency: WCRS

Writer: Paul Kemp

Art director: Vince Chasteauneuf

Photographer: Tif Hunter

Exposure: Style press

Kimberly-Clark

Project: Andrex toilet tissue

Client: Stuart Hepburn, European marketing director

Brief: Give consumers a real reason to buy Andrex while retaining, but

reviewing, the direction of the famous puppy

Agency: Foote Cone Belding

Writers: Jason Cascarina, Brian Watson

Art director: Andy Lennard

Director: Mick Rudman

Production company: Annex Films

Exposure: National TV

News International

Project: The Times

Client: Toby Constantine, marketing director

Brief: Launch the new Saturday Times

Agency: Rainey Kelly Campbell Roalfe

Writer: Phil Cockrell

Art director: Graham Storey

Director: Rob Sanders

Production company: Helen Langridge Associates

Exposure: National TV

Nikon UK

Project: Nikon F5

Client: Simon Coleman, marketing director

Brief: Enhance the quality image of the Nikon brand

Agency: Lansdown Conquest

Writer: Dave Bell

Art director: Jim Bucktin

Director: Alasdair Thain Exposure: Satellite TV



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