PRIVATE VIEW

Ryan Stiles is a funny bloke, but in the latest KFC commercial his comic talents are used economically. He plays a film director casting two bimbettes in his latest feature, ’Hot ’n’ Spicy’. Although the commercial is better than the previous serving of close-up chicken garnished with a spot of jazz funk, it’s hard to spot an idea beyond ’bloke you might quite like eats our chicken’.

Ryan Stiles is a funny bloke, but in the latest KFC commercial his

comic talents are used economically. He plays a film director casting

two bimbettes in his latest feature, ’Hot ’n’ Spicy’. Although the

commercial is better than the previous serving of close-up chicken

garnished with a spot of jazz funk, it’s hard to spot an idea beyond

’bloke you might quite like eats our chicken’.



The comic talent of penguins has never been in doubt. Especially when

they possess the priceless gift of speech, as in the latest Penguin

commercial.



Some old biddy penguins on the bus are keen to pick up the young hunk

who unwittingly sits next to them. They offer him a penguin stick and

then ask him, ambiguously, how far he’s going. ’All the way,’ he

replies. It could be funnier, but the branding is mighty and, let’s face

it, no-one you’ve ever met is more charming than a penguin.



Although the Blavod campaign makes its point clearly, the product

strikes me as being more interesting than the advertising. It is almost

certainly true that black is not white, and that dalmatians are normally

white with black spots, but is this the sort of stuff to make your spine

tingle? I suspect the drink itself might.



Incidentally, can you say Blavod without sounding like you’re in a Vic

and Bob sketch? I know I can’t.



The new Crown film is all touchy, feely stuff. It’s shot in black and

white. Behind a soundtrack of What a Difference a Day Makes, we see, in

slow-mo, coloured rain drops bouncing off people’s hands. Not

unnaturally, this makes people smile. The commercial says nothing other

than your world will be cheered up with a spot of Crown colour. It’s not

a robust idea but it made me feel better - and in a bad week it is by a

safe margin the best offering.



The idea behind the Ford Galaxy Ford Galaxy campaign is a good one -

travel first class. Everyone knows people carriers are big, so it makes

sense to play the luxury joker. The latest commercial shows Indian folk

travelling second class on a train and contrasts their experience to an

English couple’s as they enjoy a rhapsodic Galaxy trip. It makes me feel

uneasy. The comparison between Johnny Peasant foreigner and middle-class

Caucasian smugness pushes the boundaries of taste, if not

originality.



Secondly, the couple in the Galaxy are in such a state of chilled-out

nirvana I just know they’re not observing the basic rules of

driving.



The recent and excellent campaign for Wallis has reminded us that

fashion advertising and good ideas are not mutually exclusive. However,

the new work for Austin Reed relies exclusively on photography and art

direction to create an impact. Unfortunately, the photography is

un-inspiring and the art direction overly prosaic. It’s hard to find

editorial for advertising in fashion magazines these days. Is this work

really going to do the business in such a crowded environment?





Azko Nobel Decorative Coatings

Project: Crown paint

Client: Stan Adams, retail sales and marketing director

Brief: Show how Crown brings colour into people’s lives

Agency: BDH Communications

Writer and art director: Nick Wray

Director: Paul Street

Production company: Streetlight

Exposure: National TV

The Original Black Vodka Company

Project: Blavod

Client: Mark Dorman, chief executive

Brief: Make it a habit for consumers when asking for vodka to say ’black

not white’ in the way you ask for coffee

Agency: Scholz & Friends

Writer: Steve Spence

Art director and typographer: Trevor Kennedy

Photographer: Neil Barstow

Exposure: National press

Tricon Restaurants

Project: Hot ’n’ Spicy KFC

Client: Martin Shuher, marketing director

Brief: Gain attention for Hot ’n’ Spicy KFC

Agency: Ogilvy & Mather

Writer: Alun Howell

Art director: Marcus Vinton

Director: Tim Pope

Production company: Cowboy Films

Exposure: National TV

United Biscuits

Project: McVitie’s Penguin

Client: Mark Horgan, marketing director

Brief: Launch the three-fingered Penguin and show it’s perfect when

you’re peckish - anytime, anywhere

Agency: Publicis

Writer and art director: Noel Sharman

Director: David Garfath

Production company: The Paul Weiland Film Company

Exposure: National TV

Ford Motor Company

Project: Ford Galaxy

Clients: Andrea Formica, marketing director, Rob Smettem, manager, large

cars, Peter Townsend, communications manager, Rob Lindley, brand

specialist

Brief: Communicate the luxury of space

Agency: Young & Rubicam

Writer: Dave Henderson

Art director: Sam Hurford

Director: Daniel Barber

Production company: Rose Hackney Barber

Exposure: National TV and satellite

Austin Reed

Project: Austin Reed relaunch

Client: Vicky Iberson, marketing director

Brief: Change people’s view of Austin Reed from that of a dusty,

gentlemen’s outfitter to a more fashion-orientated brand

Agency: RPM3

Writer: Julia Bostock

Art director: Russell Wailes

Photographer: Julian Broad

Exposure: Style press