PRIVATE VIEW

It's May Day and Regent Street is boarded up and deserted.



Appropriately enough, the first ads are for Red Square. They're strongly

branded. Or at least the people in them have been. However, like

countless others that have gone before them featuring product names and

logos tattooed on to body parts and shaved on to heads, these ads feel

contrived and are trying too hard to be cool.



The other print campaign is for Kleenex pocket packs. As Kleenex ads go

they're not bad - so credit to the agency there. They're still some way

off being great though. The ideas are a bit safe and I don't think the

copy is adding anything. If pushed, I think there is potential for some

funny television work with this product.



Talking of funny TV work, the Dr Pepper ads are easily the best of this

week's bunch. I've always struggled with the product's strategy of

practically begging people to try it, but Mother's new work almost

persuaded me to overlook it. In my favourite one, a kid takes a bottle

of the stuff from a supermarket cooler while muttering: 'What's the

worst that can happen?'



In his case it's for half the store to collapse on top of him, forcing

the rescue crew to cut him free of his underwear and parade him

butt-naked down the street before the eyes of the nation. It's well cast

and directed and, of course, cheeky.



Orange has a couple of rather complicated promotions to tell us

about.



For example, in one, when our talk time has run out, we have 'up to' two

reserve calls so we can phone our Dads. So our talk time hasn't actually

run out then? Or has it? Anyway, Dad (played in a badmutha way by

Harlesden's answer to Richard Roundtree) will leap out of bed and bring

us safely home, stopping only for chips. The ads try hard to entertain,

but perhaps the second reserve call should be made to Orange asking it

to make things a bit simpler next time.



The three Diet Coke ads have tapped into Bridget Jones fever.

Unfortunately I fear they've caught a cold. In one, a couple are having

dinner and he asks if he can call her. She then proceeds to give him,

among others, her home, work, mobile, fax and pager numbers. This,

according to Diet Coke, is 'How It Is'. Don't take my word for it - I

asked the Leith London girls and they felt that this campaign made women

look stupid and desperate.



More 'How It Is' for men, really.



Finally, Shreddies. Hundreds of over-exploited placement teams are in

the workhouse when one, Oliver, dares to ask the big bad creative

director for more. 'More?' screams the CD, whereupon Ollie is promptly

duffed up by a little blue man (presumably the head of traffic). It's a

brilliant parody of one of the hottest topics in our business. Either

that or it's garbage and I can't understand what possessed anyone to

send it in.



That's it then. Let the rioting commence.



ORANGE

Project: Orange out here

Client: Orange campaign and communications team

Brief: Promote the Orange 'out here' package

Agency: Lowe Lintas

Writers: Brian Turner and Gary Turner

Art director: Micky Tudor

Director: Steve Reeves

Production company: Another Production Company

Exposure: Selected satellite channels

KLEENEX

Project: Kleenex pocket pack

Client: Tristram Wilkinson, European advertising director

Brief: Make Kleenex pocket packs indispensable when you go outdoors

Agency: J. Walter Thompson

Writer: Angela Savidan

Art director: Annie Carlton

Photographers: Henrik Knudsen and Jenny Van Sommers

Typographer: Joanne Chevlin

Exposure: Women's and men's fashion magazines

COCA-COLA/SCHWEPPES

Project: Diet Coke

Client: Coca-Cola Great Britain

Brief: Reconnect Diet Coke drinkers to the brand

Agency: Wieden & Kennedy

Writers: Richard Russell, Fay Rusling and Oriane Messina

Creative directors: Tony Davidson and Kim Papworth

Director: James Bobin

Production company: The Producers

Exposure: National TV

COCA-COLA/SCHWEPPES

Project: Dr Pepper

Client: Richard Harris, marketing services director

Brief: Turn Dr Pepper's quirkiness into a teenager's challenge by

likening it to their worst nightmares

Agency: Mother

Writer: Mother

Art director: Mother

Director: Brian Buckley

Production company: Hungryman

Exposure: National TV and cinema

HALEWOOD INTERNATIONAL

Project: Red Square

Client: Bob Rishworth, marketing director

Brief: Red Square is an integral part of a perfect night

Agency: Cheetham Bell JWT

Writers: Roger Leebody and Gillian Glendinning

Art directors: Roger Leebody and Gillian Glendinning

Photographer: Steve Lazarides

Exposure: Style magazines

CEREAL PARTNERS UK

Project: Shreddies Mr Hungry 'Oliver'

Clients: Ronnie Parry, marketing manager, and Dez Timmiss, marketing

director

Brief: Can Shreddies save the day?

Agency: McCann-Erickson

Writer: Robert Brown

Art director: Damon Hutson-Flynn

Directors: Andrew Painter and Ian Sharp

Production companies: HRA and Talkback Productions

Exposure: National TV



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).