PRIVATE VIEW

Welcome to my not-so-Private View. It’s 7.30pm on Friday night and I can sit down for the first time with this week’s package of goodies from Campaign.

Welcome to my not-so-Private View. It’s 7.30pm on Friday night and

I can sit down for the first time with this week’s package of goodies

from Campaign.



Unfortunately, even at this time of the week at St Luke’s, there’s no

such thing as a private view. As I reach into the Jiffy Bag, the first

of my helpful co-owners (Farmer Palmer, account handling giant) gives me

the benefit of his wisdom.



It looks promising - an Adidas video from 180. I whack it in the

video.



Three commercials featuring various sporting heroes playing out their

on-pitch heroism off the pitch. Nice idea. Somehow the finished thing

doesn’t live up to the potential of the idea. It’s all got a bit lost in

a French Connection meets Taxi Driver meets Car Wash 70s thing. We agree

that the Big Jonah Lomu ad’s the best but, as Palmer points out, the

hero’s the hero, not the product.



Next, Cow & Gate. Ooohhh. Cute babies on soft things. Ahhh. Somehow the

real killer info has got hidden away in a rather throwaway line: ’What

you feed them now will last them a lifetime.’ That’s the idea they

should have gone with, my planning chum, Earls, declares as he

leaves.



VSO. I saw this in the cinema the other day and I noticed it. I also

read it (it’s a type-only ad - situations vacant with a twist). It’s a

nice idea but didn’t make this creative director (no social life

essential) sign up. But I’m sure there was someone in the audience at

the Odeon Camden last Saturday who might have done.



And next, Easier.co.uk. Dotcom should have been the thing that dragged

the advertising industry kicking and screaming into the 21st

century.



It demands quick and dynamic thinking, fresh and exciting ideas. Dotcom

business should make us think differently about what we do and how we do

it. But the ad is like so much other dotcom work. Trawling toilets and

Mrs Slocombe’s used underwear department for inspiration is no way to

get me to visit the site or buy a house this way.



Only two parcels left. This one is from HHCL & Partners, and they always

give good tape. It turns out to be a Tango promotion for a giveaway

megaphone.



It’s funny, featuring a load of irritating ginger blokes repeating every

word of the victimised non-Tango drinker. ’I like that one,’ Hails

interrupts (top art director and Mayoress of Newcastle - how does she

fit it all in?). Hats off for getting a promotional brief and not going

direct to Wobbler Ghetto (do not pass creative or planning departments).

Somehow, though, I get a sense that it’s time for Tango to change the

world of soft drinks again.



One last little gift - thank you, BMP DDB. A simple idea for the

Volkswagen Polo, uncluttered by irony or attitude. A prayer to traffic

jams, roadworks and bad weather, executed without the post-modern

bollocks. I, for one, will enjoy watching it this week, next month and

even into next year.



Which is why BMP presents should always be left till last. They are

always something to savour. Simple things, beautifully presented. That’s

it from me. Time for a swift half. Night, Jeff, see you Monday.



Nutricia

Project: Cow & Gate Step-Up baby milk

Client: Sue Gisbourne, marketing director

Brief: Promote Cow & Gate Step-Up baby milk

Agency: Abbott Mead Vickers BBDO

Writer: Mary Wear

Art director: Damon Collins

Director: Mark Denton

Production company: Blink Productions

Exposure: Regional TV

Britvic Soft Drinks

Project: Orange Tango

Client: Andrew Marsden, marketing director

Brief: n/s

Agency: HHCL & Partners

Writer: Jonathan Burley

Art director: Ian Williamson

Director: Jeff Stark

Production company: Stark Films

Exposure: National TV

Adidas International

Project: Adidas

Client: Gordon Baird, managing director of marketing

Brief: Adidas makes you better

Agency: 180

Writer: Lorenzo De Rita

Art director: Dean Maryon

Director: Fredrik Bond

Production company: Harry Nash

Exposure: National TV and print

Easier

Project: Easier.co.uk

Client: Steve Rist, joint chief executive

Brief: Launch the brand as the easier way to buy and sell your home

Agency: Atlas Advertising

Writer: James von Leyden

Art director: Gary Smith

Director: Richard Loncraine

Production company: Garretts

Exposure: London and South-east TV

VSO

Project: Awareness and recruitment

Client: Mathew Bell, director of communications

Brief: Make VSO better known to encourage recruitment and fundraising

Agency: Court Burkitt & Company

Writer: Jon Canning

Art director: Phil Howells

Typographer: Chris Jones

Exposure: Cinema

Volkswagen

Project: Volkswagen Polo

Client: Bernard Bradley, communications manager

Brief: Communicate that the new, more luxurious Polo has arrived

Agency: BMP DDB

Writer: Andrew Fraser

Art director: Leslie Ali

Director: Walter Stern

Production company: Academy

Exposure: National TV



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