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Smile. It’s what you do with your mouth. When asked to be constructive. About this week’s ads. By Campaign.

Smile. It’s what you do with your mouth. When asked to be constructive.

About this week’s ads. By Campaign.



Sorry about that, but ever since I read the copy on the new Sony ads

(which are uncannily like the work of an obscure French poet and

Manchester United striker) I’ve been thinking. And writing. A bit.

Strangely.



Just to give you an idea, this is from the ad which is supposed to

persuade us to buy a showerproof radio: ‘The shower scene. Every

morning. Splashing. Singing. Murdering songs. Something missing. Music.’



Alas, I fear that something more fundamental is missing from this

campaign than mere music. I’m all for taking a few liberties with the

English language but this looks like assault and battery. Oh dear. I’m

not being. Very. Constructive.



By happy chance, though, I found that certain je ne sais quoi in the

latest Eurostar commercial, featuring an obscure French poet and

Manchester United striker. This produced a totally unforced smile as

soon as Eric started to lisp poetically: ‘Before time. It is not the

right time. Never is it the right time. After the time.’ This is both

funny and relevant, believe it or not, since he is talking about the

number of trains that run to Paris and ‘Broosels’. It also reminds me

once again that we crazy Eengleesh are never happier than when we are

laughing at the rich, the famous and the foreign. Or, in this case, all

three. Ah, it is good. To take. The piss.



The Halifax commercials seem to be attempting the difficult task of

replacing the previous popular ‘people making things out of people’

campaign. Thousands of extras whose CVs say ‘good at jumping on to other

people’s shoulders’ will be heartbroken, because now it’s all done in

Harry. The advantage of the old campaign was that it demonstrated that

the Halifax was all about er...people. I’m not quite so sure what the

key thought here is, and although the visuals are beguiling, the overall

effect is rather distant.



I would guess that the take-out has changed from ‘nice people’ to

‘clever bastards’. I hope that’s what they want.



Bored. That’s how I felt watching Eagle Star’s attempt to sell me home

insurance, but then, that’s what they wanted me to feel because they’ve

built a whole campaign on the simple premise that home insurance is

incredibly boring. So we get video footage of windscreen wipers going to

and fro for 30 seconds. Or a chess game. Or shots of the M25.

(Completely empty, which, personally, I found very interesting.) Then a

caption tells us that home insurance is about as interesting but could

we please ring this number to find out more - presumably to be bored to

death by a salesman. It may not work if people get so cheesed off that

they switch channels before the telephone number. But at least it’s

honest.



The Bhs ads just looked like a way of getting a lot of product into 30

seconds, via the idea that a bloke sees all these women who are in fact

the same woman but are all wearing different clothes...from Bhs. Apart

from a slight frisson at the sight of one of the (same) women wearing

what looked like her grandmother’s under-wear at a London Underground

station, I was unmoved.



I was, however, very stimulated by the flavoured Durex ads, in which

various fruits are persuaded by a photographer and an art director to

pose suggestively. The concept works across all three flavours -

strawberry, orange and (of course) banana. This is a big, throbbing idea

and I’m looking forward to seeing the ads in the Lady. Both proposition

and execution are beautifully simple. Let’s hope Durex never launch

‘chicken tikka masala’ or ‘sherry trifle’ flavours. Now that. Would. Be

hard. Very hard.



Greg Delaney is the creative director of Delaney Fletcher Bozell



Halifax Building Society



Project: 24-hour banking service

Client: Mike Lavender, assistant general manager, marketing services

Brief: Show that the Halifax treats its customers as equals

Agency: Bates Dorland

Writer: James von Leyden

Art director: Andy Ward

Director: Doug Foster

Production company: Blink

Exposure: National TV



Eagle Star



Project: Eagle Star Direct

Client: Steve Wigzell, marketing director

Brief: Generate calls and start to position Eagle Star as easier to

understand and use than other insurance companies

Agency: Ogilvy and Mather

Writer: Jerry Gallaher

Art director: Clive Yaxley

Director: John Bentham

Production company: Visionary

Exposure: National TV



Bhs



Project: Bhs womenswear

Client: Lisa Riley, marketing director

Brief: Build the Bhs brand by focusing on womenswear and its quality and

fashion credentials

Agency: Saatchi and Saatchi

Writer: Jo Tanner

Art director: Viv Walsh

Director: Steve Lowe

Production company: RSA Films

Exposure: National TV, network TV, satellite TV



Sony



Project: Consumer AV products

Client: Geoff Muge, group marketing communications manager

Brief: Highlight Sony’s drive to produce innovative products that meet

people’s needs

Agency: BMP DDB

Writer: Mike Boles

Art director: Jerry Hollens

Photography: Darren Rees (Ant)

Typographer: Kevin Clarke

Exposure: National press



Eurostar



Project: Business class travel

Client: Mark Furlong, marketing director

Brief: Highlight direct city-to- city links/space/frequency

Agency: St Luke’s

Writer: Seyoan Vela

Art director: Colin Lamberton

Directors: Big TV

Production company: @ radical.media

Exposure: Carlton, LWT, Meridian, Anglia, Sky, Channel 4



Durex



Project: Durex Select 3 Condoms

Client: Bob Shire, managing director

Brief: Launch a new brand with a sexy and appealing image

Agency: McCann-Erickson

Writer: Chris McDonald

Art director: Matt Statham

Typographer : Gary Todd

Photographer: Mike Parsons

Exposure: Style magazines



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