TOP EUROPEAN AGENCIES: TOP EUROPEAN CLIENTS

Thomas Verner assesses ads produced by some of the major players on the Continent.

Thomas Verner assesses ads produced by some of the major players on

the Continent.



VAG



Audi’s brand values of innovation, individuality and modernity are

traditionally served by strong press work. Long, descriptive copy is

avoided in favour of double-page spreads and simple copy formats. The

’vorsprung durch technik’ line strongly brands all Audi work.



Volkswagen campaigns have strong emotional appeal. The recent ’rare

sightings’ campaign had the owners of a desolate petrol station

recounting a near-paranormal encounter with a Golf TDi. VW dealers

struck gold in 1996 with a TV campaign created free of charge. The

familiar ’if only everything in life was as reliable as a Volkswagen’

endline, created in 1985, was used to good effect in ’wedding’, winning

a silver. ’Bus sandwich’ then gold for a spot made for under pounds

1,500 and banned from UK network TV.VW has a 30-year relationship with

the DDB network (the pounds 33 million UK business is held by BMP DDB).

Audi has been handled by Bartle Bogle Hegarty for 15 years.



WHITBREAD



It’s probably inevitable that the beer giant, Whitbread, with major

brands such as Boddingtons, Stella Artois, Heineken and Murphy’s, should

win a few awards. The Boddingtons ’cream of Manchester’ series

highlights the brand’s Mancunian heritage. Work through Bartle Bogle

Hegarty includes ’face cream’ (pictured above) in which a woman smears

Boddingtons on her cheeks as her partner declares: ’You smell gorgeous’.

Conceptually sophisticated yet simple press ads, such as ’cone’,

’scoop’, and ’eclair’ (1993) prove that visual puns win awards. A series

of press work for Murphy’s using the copyline, ’I’m not bitter’

(’Declan’ and ’celibacy’ in 1994), emphasised the brand’s difference

from its competition. Terry Lovelock coined the classic ’Heineken

refreshes the parts other beers cannot reach’ in 1973. Since then, the

’before and after’ formula has won acclaim, notably with ’ blues singer’

(1992) featuring the real-life mid-west blues legend, Lonnie Brooks. A

wry twist, ’Heineken refreshes the carts other beers cannot reach’, the

next year saw a supermarket manager shepherding abandoned shopping

trollies.



GALLAHER



A clever cinema ad for Hamlet cigars and a rash of vis-ually-arresting

press and poster work for Silk Cut cigarettes put Gallaher in fifth

spot. The theme of solace in the face of adversity has been Hamlet’s

trademark since the 60s. The award-winning ’hangman’ (from CDP) marked

Hamlet’s return to cinema advertising in the UK after a seven- year

absence and features the wordgame and Bach’s Air on a G String, but no

people or cigars. ’Mannequins’ is pictured above. A ban on cigarette and

rolling tobacco advertising from the big screen has led to impressive

press work from rival brands. As tobacco ads come under increasing

pressure, the challenge is for Gallaher’s shops to come up with even

more inspired work.



LEVI STRAUSS



Levi’s work in press and film has defined jeans advertising for more

then a decade. Bartle Bogle Hegarty relaunched Levi’s 501s in 1985 and,

in 1997, the latest AC Nielsen MEAL reports show the brand commands 24.3

per cent of the denim market. Levi’s position as the ’original and

definitive’ jean is reiterated in commercials that consistently blend

music, flawless production values and clever storylines - usually

incorporating a surprise element. Many of the hippest directors of the

day have filmed Levi’s spots, including Tarsem, Vaughan and Anthea,

Carlton Chase and Michel Gondry. Themes have developed from the early

days of boy meets girl scenarios to highly original films emphasising

authentic product details. Outstanding winners include ’swimmer’,

’drugstore’, and ’washroom’ (pictured left).



TOP TEN EUROPEAN CLIENTS

RANK CLIENT        AGENCY             YEAR    CANNES AWARDS       POINTS

1   Levi Strauss   BBH                1997    2 Gold, 3 Bronze       111

                   BBH                1996    2 Silver, 2 Bronze

                   BBH                1995    1 Gold, 1 Journalist

                   BBH                1994    1 Gold, 3 Silver,

                                              1 Bronze

                   BBH                1993    4 Gold

                   BBH                1992    1 Silver

2   Whitbread      Lowe-Howard Spink   1997   1 Bronze               89

                   BBH                 1996   1 Gold, 1 Silver,

                                              2 Bronze

                   BBH                 1995   1 Bronze

                   BBH                1994    2 Silver, 2 Bronze

                   Lowe Howard-

                   Spink, BBH         1993    2 Gold, 3 Silver,

                                              1 Bronze

                   Lowe Howard-Spink   1992   1 Grand Prix, 1 Gold

3   VAG            BMP DDB            1997    2 Gold                 79

                   BBH, BMP DDB       1996    1 Gold, 1 Silver,

                                              2 Bronze

                   BBH                1995    1 Bronze

                   BBH                1994    3 Bronze

                   BMP DDB            1993    3 Gold, 1 Silver

                   -                  1992    -

4   IDV Smirnoff   Lowe Howard-Spink  1997    2 Gold, 2 Silver        64

                   Lowe Howard-Spink  1996    1 Bronze

                   Lowe Howard-Spink  1995    2 Silver

                   Lowe Howard-Spink  1994    2 Silver, 1 Bronze

                   Lowe Howard-Spink  1993    1 Gold, 1 Journalist

                   -                  1992    -

5   Gallaher       M&C Saatchi        1997    1 Silver                57

                   CDP, M&C Saatchi   1996    1 Gold, 3 Silver,

                                              1 Bronze

                   Saatchi & Saatchi  1995    2 Bronze

                   Saatchi & Saatchi  1994    1 Silver, 2 Bronze

                   Saatchi & Saatchi  1993    1 Gold, 1 Bronze

                   -                  1992    -

6   Centraal

    Beheer         Result DDB         1997    1 Gold, 1 Journalist    51

                   -                  1996    1 Gold, 1 Silver

                   -                  1995    1 Silver, 1 Bronze

                   -                  1994    1 Silver

                   -                   1993   1 Gold

                   -                  1992    1 Silver

7   Mazda Holland  -                  1997    -                       42

                   -                  1996    -

                   -                  1995    -

                   -                  1994    -

                   -                  1993    -

                   PMSvW/Y&R          1992    6 Gold

8=  Diesel         DDB Paradiset      1997    1 Grand Prix,           40

                                              2 Silver

                   -                  1996    1 Gold, 1 Silver

                   -                  1995    1 Silver, 1 Bronze

                        -             1994    -

                   -                  1993    -

                   -                  1992    -

8=  Autogerma      Verba DDB          1997    -                       40

                   -                  1996    -

                   -                  1995    -

                   Verba DDB          1994    3 Gold

                   Verba DDB          1993    2 Gold

                   Verba DDB          1992    1 Silver

10  H. J. Heinz    Bates Dorland      1997    -                       39

                   Bates Dorland      1996    1 Silver

                   -                  1995    -

                   -                  1994    -

                   Bates Dorland      1993    4 Gold

                   Bates Dorland      1992    2 Palmare



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