Private view

Maybe I’m naive but I think most people in this business try really hard to do good work. By and large their efforts pay dividends. Sometimes they are thwarted. Occasionally they surpass themselves. Some reconcile themselves to this ebb and flow. However, there are some who refuse to accept the situation and we as an industry gain by their fanaticism.

Maybe I’m naive but I think most people in this business try really hard

to do good work. By and large their efforts pay dividends. Sometimes

they are thwarted. Occasionally they surpass themselves. Some reconcile

themselves to this ebb and flow. However, there are some who refuse to

accept the situation and we as an industry gain by their fanaticism.



Tom and Walter’s films for Extract, the magazine about real people, are

yet another demonstration of how their absolute self-conviction bears

fruit. In this instance, a couple of peaches. Both films focus the

viewer firmly on the audio - if that’s not a contradiction - the audio

being eavesdropped conversations between two teenage drug users in one

and a bloke talking to prostitutes from a call-box in the other. The

conversations are made even more captivating by the absence of a

narrative visual; a mistake it would have been easy to make. These films

have all the tension and intrigue of great docudramas such as Cathy Come

Home.



Of course, I’m not advocating that everyone does ads like Tom and

Walter, but wouldn’t it be great if everyone approached ads like they

do?



From documentary to rockumentary. The latest offering in the IBM

renaissance is based on the excellent This is Spinal Tap. The ageing

rockers discuss the logistical nightmare of their next comeback tour

mid-performance on stage. While it lacks some of the charm of previous

ads in the series and falls short of the subtle irony of the original

Spinal Tap, it carries the message well enough.



The Amtico press ads have all the hallmarks of effort and enthusiasm.

They look striking and are certainly different for their sector, but

basing an entire campaign on one dodgy pun, that’s some feet.

Incidentally, Amtico must be incredibly expensive because they could

only afford to show a tiny little rectangle of the stuff in the top

corner.



The team who produced the new NatWest campaign have bravely taken on

three of the hardest tasks in advertising: financial services, family

soaps and celebrity endorsement. There are more tragic failures for any

one of these than for any other type of advertising (with the possible

exception of campaigns for Courts furnishing). And while the rewards for

getting it right are high, the question is whether it’s possible to

combine all three. We’ll probably have to wait for the answer.



These films are promising but show the strain of having to introduce the

characters. Really, the campaign needs time to settle down. Let’s hope

that the bank doesn’t call in the loan before the foundations are built.



While most people try hard to do good work, the campaign for Pro Plus

demonstrates that someone went to all the effort of opening a student

portfolio from 1989. I can honestly say that I felt deflated, dog tired,

run down and shagged backwards by a white rhino just looking at them.

Pro Plus? Pass me the Prozac.



From ‘the car they don’t want you to drive’ comes the car they want you

to drive very quickly. This ad for the Nissan Almera GTi is a

professional pastiche - quite literally. In it we find that Trevor

Beattie has cast himself and Mark Wnek as nice cop, nasty cop Bodie and

Doyle lookalikes. Rather than discussing their different views on car

advertising, they strangely turn their enthusiasm to the boring red

fuel-injected box. It made me chuckle, which for a car ad is going some.

However, unlike the original series, the twist at the end neither

thrilled nor surprised. I’m looking forward to the second ad in the

series starring Adrian Holmes and Tiger Savage as the Avengers.



Robert Saville is joint creative director of GGT



Roche Consumer Health



Project: Pro Plus tablets

Client: Nigel Conquest, product manager

Brief: Boost awareness of Pro Plus as a perfect ‘pick you up’ to a youth

audience

Agency: Beeching Dowell Stubbs

Writer: Elvira Meucci

Art director: Toby Hodgson

Photographer: Peter Story

Typographer: Brenton Bleechmore

Illustrators: John Smith and Jason Liu

Exposure: National press and tube cards



Nissan Motors GB



Project: Almera GTi

Client: Daniel Burgess, advertising manager

Brief: Promote the new Almera GTi

Agency: TBWA

Writer: Pip Bishop

Art director: Chris Hodgkiss

Director: Peter Richardson

Production company: Tiger Aspect

Exposure: National TV



Extract Enterprises



Project: Extract magazine

Client: Ben Arogundade, editor and publisher

Brief: Launch Extract and get people talking about the magazine

Agency: Abbott Mead Vickers BBDO

Writer: Tom Carty

Art director: Walter Campbell

Directors: Tom Carty and Walter Campbell

Exposure: Cable TV and cinemas



NatWest



Project: Mortgages

Client: Ian Schoolar, head of brand communication

Brief: Generate mortgage response

Agency: Bartle Bogle Hegarty

Writer: Bruce Crouch

Art director: Graham Watson

Director: Simon Cheek

Production company: Spirit Films

Exposure: National TV



IBM



Project: Brand/Olympics

Client: Rachael French, advertising manager

Brief: Tell the story of IBM’s part in the Olympics in a way that

supports the ‘solutions for a small planet’ campaign

Agency: Ogilvy and Mather

Writers: Adam Goldstein and Charlie Tercek

Art directors: Susan Westre and Bill Hamilton

Director: Leslie Dektor

Production company: Dektor Higgins

Exposure: National TV



Amtico Flooring Company



Project: Amtico Flooring

Client: John Harris, chief executive

Brief: Raise awareness of Amtico floors

Agency: Banks Hoggins O’Shea

Writer: David Alexander

Art director: Rob Fletcher

Typographer: Rob Fletcher

Photographer: David Stewart

Exposure: General interest magazines



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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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