Pytka slams UK creative standards

- Joe Pytka, one of America's most feared and respected commercials directors, has launched a scathing attack on the standard of UK creativity.

- Joe Pytka, one of America's most feared and respected commercials directors, has launched a scathing attack on the standard of UK creativity.

In the latest edition of Campaign's sister publication, video magazine Campaign Screen, Pytka claims: "I'm not a fan of the UK - it always has a stick up it's ass kind of look. I actually think it's trying too hard, it's a little too clever, there's too much camera work and too much technique."

Pytka, who has been directing commercials for more than 20 years, has won scores of Cannes Lions for campaigns including Pepsi, Nike and IBM. He has also been nominated a record 12 times for the Directors Guild of America.

The director, whose aggression on set is legendary, also slams the standard of writing, the work undertaken by start-ups and why there are currently no decent directors.

An advertising campaign featuring a caricature of Pytka launches in Campaign this week. It was created by Dave Dye, head of art at Abbott Mead Vickers BBDO and copywriter, Sean Doyle.

The issue also features an interview with Young & Rubicam president Jim Ferguson, who is also the head of the advertising committee for presidential candidate George W Bush.

Ferguson talks about the campaign strategy, the rules of political advertising and how it differs from advertising brands.



Topics