Private View

French Connection’s 48-sheet poster, subliminal advertising experiment worked on me. I had to look twice before spotting that the letters s-e-x are cunningly placed on top of each other. The trouble is, on TV the key letters flicker for five seconds, which makes the experiment much too blatant to be subliminal.

French Connection’s 48-sheet poster, subliminal advertising

experiment worked on me. I had to look twice before spotting that the

letters s-e-x are cunningly placed on top of each other. The trouble is,

on TV the key letters flicker for five seconds, which makes the

experiment much too blatant to be subliminal.



Here’s something I can’t work out. When you’ve got a brilliant campaign

based on inference, wit and, for fcuk’s sake, the brand name, why would

you bother with straight sex?



’Some say why, others say why not.’ The endline on the Virgin Atlantic

commercial is a natty summation of how people will react to the

idea.



A bloke motorbikes across idyllic green fields and, get this, he’s

chasing the end of a rainbow.



Well OK, but here’s the thing. The brilliant ’BA don’t give a Shiatsu’

poster captures Virgin’s (ie Branson’s) ’why not’ personality, and it’s

based on what an airline actually offers. A bloke chasing the end of a

rainbow captures Virgin’s ’why not’ personality but, correct me if I’m

wrong here, isn’t based on what the airline actually offers. Which do

you reckon is better?



Execution wise, the commercial can’t quite decide whether to go for

Traktor kitsch or Great Escape drama, and has to contend with Crazy

Horses by the Osmonds as a soundtrack.



By way of contrast with fcuk and Virgin, which are at least

thought-provoking, the Harvey Keitel (or do I mean Nichols?) campaign

fills me with lethargy. The shots of stubbly yet handsome blokes and

playful yet lippy girls are all right.



’Booted and suited’ has the advantage of rhyming, and ’lippy’ is a good

word, but ultimately this is advertising that will come and go as

memorably as the bus it’s stuck to.



In one of the new Bacardi Breezer commercials, a bloke in a ferociously

serious interview gets asked: ’How many people were below you?’ Cut to

the bloke jumping on to a frenzied nightclub floor, then missionarily

fcuking foreign-looking tottie.



In the second commercial, a girl’s therapist asks what she’s thinking

about. Cut to girl living it up with the blokes from the Harvey Keitel

campaign. The endline is ’Everyone has a bit of Latin spirit’, which is

undeniably true - save for the word Latin. The idea feels too generic -

have some drinks, get up to high-jinx - and I don’t think it will

last.



The likeable BBC commercial claims that it’s amazing what you can learn

by tuning in. The idea is solid, the film is nicely shot, and the music

original. The scene with a dad and his little girl next to the words,

’He’s fluent in Spanish, and Teletubbies’, I found charming and

credible.



Shame about the unbelievable next scene which shows a woman smiling next

to the words, ’She’s learnt to live with her depression.’ She’ll have

been watching Noel Edmonds then.



A goalkeeper stands dazed and confused, rooted to the spot, seemingly

powerless to stop the opposition from scoring.



A Crystal Palace player, surely? Actually, it transpires that he has

been freaked out by the new Samurai ride at Chessington World of

Adventures.



Modern thrills and their lasting effects have been done better -

brilliantly even - by Sony PlayStation, but nonetheless it will be an

effective commercial.



Enjoy the ride.



Nick Hastings is the creative director at DMB&B



French Connection

Project: fcuk TV

Client: Stephen Marks,

chief executive

Brief: Continue to challenge the conventions of retail marketing

Agency: TBWA GGT

Simons Palmer

Writer: Trevor Beattie

Art director: Bil Bungay

Directors: Trevor Beattie,

Bil Bungay

Production company:

Bugg Films

Exposure: Channel 4

BBC

Project: BBC Education

Client: Dafna Israeli, head

of marketing

Brief: Highlight that the BBC allows each and every one of us to enrich

our lives through its educational output

Agency: Leagas Delaney

Writers: Rob Burleigh,

Will Farquhar

Art directors: Dave Beverley,

Ian Ducker

Director: Olly Blackburn

Production company: Godman

Exposure: BBC 1 & 2

Harvey Nichols

Project: Harvey Nichols

Client: Julia Bowe,

marketing director

Brief: Reinforce Harvey Nichols’ position as

London’s leading fashion department store

Agency: Travis Sully Harari

Writer: Ruan Milborrow

Art directors: Richard Lemon, Ruan Milborrow

Photographer: Julia Sleaford

Exposure: 48-sheets, buses

Virgin Atlantic

Project: Virgin Atlantic brand

Client: Alison Copus, general manager, marketing

Brief: Celebrate the attitude

of Virgin

Agency: Rainey Kelly Campbell Roalfe

Writer: Mike Boles

Art director: Jerry Hollens

Director: Vaughan Arnell

Production company: Godman

Exposure: Cinema, national TV

Chessington World of Adventures

Project: Samurai ride

Client: Chris Welch, head

of marketing

Brief: Launch the new Samurai ride to a teen audience

Agency: J. Walter Thompson

Writer: Nigel Pollard

Art director: Wayne Pashley

Director: Kevin Thomas

Production company: Blink

Exposure: National TV, satellite

Bacardi

Project: Bacardi Breezer

Client: Stella David,

managing director

Brief: Dramatise Breezer’s Latin spirit

Agency: McCann-Erickson

Writer: Colin Selikow

Art director: Luke White

Director: Howard Greenhalgh

Production company: Godman

Exposure: Cinema, national TV



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