Feature

The Work: Private View

CREATIVE - Ben Walker, creative director, Beattie McGuinness Bungay.

TV on while writing this. Just seen an ad for Adios Max where a woman jumps around like a demented freak in the street in her knickers because she feels so good about herself. And the BT ad with that whining girl moaning about Daddy always being on his mobile. The bar is low.

But with the Domino's (4) work, we may have reached a plateau. If you check into Domino's Pizza using Foursquare more times than anyone else, they will reward you by giving you more pizza. Oh, and they'll call you "Mayor" too. So, eat a pizza a day for the chance to win a free one and get the respect of other fat pizza-gorging mongs who will need a crane to lift them out of their house when their heart eventually caves in. Genius. (Warning. To those still interested in playing this nonsense, I am currently "Mayor" of Domino's Shepherd's Bush, Acton, Ealing, Hammersmith, Ladbroke Grove and Chiswick, so don't even go there.)

Climbing up on to one of those grey shelf-stacker pod things. Dulux (6) is on a mission to tart up the grey areas of the world and has done a big bastard of an ad to tell us. Two whole minutes of time lapse showing places across the world being brightened up. The technique is pleasing for 20 seconds or so. But then it starts to drag a little. That said, I like the sentiment. I just wonder whether there could be better ways of PRing the whole thing than the ad.

We continue to cruise at an altitude of one-and-a-half feet with the Dr Pepper (3) work. If you allow Dr Pepper to write embarrassing status updates on your behalf, you could win a grand. Nice idea in theory. But what's stopping people from simply letting everyone know they are participating in this thing just to win money? Doesn't quite work. I'm signing up, though. Nothing they think up can be as embarrassing as the shit I Tweet. NB. Diet Dr Pepper is brilliant. It genuinely tastes like the normal stuff. Disgusting. But that's not the point. It's just like drinking the sugary one. I swear. And I hereby offer my services as the Diet Dr Pepper spokesman.

Moving on to the stepladder. The Argos (2) work is clear and simple and better than the usual nonsense. So we can all be grateful for that. But, I wonder, does CHI know that Argos was also a 100-eyed giant who was slain by Hermes and his eyes placed on the tail of Hera's sacred bird, the peacock? Missed opportunity, surely.

Taking the escalator now, first floor, confectionary. The Crunchie (5) ad came on at home the other night and it made a miserable old cynic smile. Then she asked me what I thought and I liked it too. Nicely conceived, nicely shot. Hopefully just the start of something big and fun.

Finally, while we're not exactly getting into the great glass elevator, we're definitely hitting the ceiling on this week's batch with Giffgaff (1). I noticed this work on the Tube. The weird art direction caught my eye. And then the weird writing caught my interest. It feels a little bit different. And I feel like a little bit of a revolutionary, socking it to the man, for having engaged with it. I'm nodding and saying "yeah", even if I'm not entirely sure what it all means. I've got an iPhone on the O2 network and it's rubbish. Don't get me wrong. I can play the Pan-pipes by blowing into my phone. Useful. But they didn't tell me I wouldn't be able to make a call or go online unless I'm standing in O2's head office when I signed up for 18 months. I suspect many dissatisfied customers will be Googling Giffgaff in the coming months. A good job well done.

CLIENT - Amanda Mackenzie, chief marketing officer, Aviva.

The notion of doing Private View seems like fun until you realise you seriously cannot review without having a point of view. The ultimate dilemma of how not to win friends and influence people. I even asked my husband to jointly review (who said romance is dead?) but he was having none of if it! So here goes.

First up: Dulux (6). The idea behind this is marvellous: "Let's colour." And if you go on the website and see that Dulux is painting the communities around the world, it's more than a pretty picture: its words are definitely where its mouth is. I am not sure it needs to be two minutes, though. With my cost hat on, I would quote "Grilla Login's" comment on Campaignlive.co.uk: "If you used wide rollers and thicker brushes, you could have done it in 40." No doubt I was sent the cinema version and it ran at two minutes, but, in truth, it's a much bigger idea than any length of ad ... so, Dulux, go for it. You brightened my day.

Second: Dr Pepper (3). What's the worst that could happen? Reviewing this, I definitely feel my age and the wrong sex. Personally, I've never been keen on associating unpalatable thoughts with food. Embarrassing moments declared for points online? Using the cardboard of the toilet roll instead of paper? No, thank you ... truly, I am not the target market.

Domino's (4). With two teenage children, we are huge Domino's fans. Furthermore, having once been fortunate enough to judge one of its papers for a Marketing Society award, what it does in local marketing terms is very powerful. Sadly, I am not sure this is equally so. It feels like a complicated idea involving mayors and copious quantities of pizza. I have not worked out why you need both Foursquare and this, and it just feels it is all trying too hard. Mind you, the creators will be going: "And when did she last use Foursquare?" Mea culpa, I never have, but I'm not sure that's the point either. Shame. Domino's, stick to your knitting ... forgive a mixed metaphor, but it's very tasty.

Argos (2). Hurrah, hurrah. "Argos it" is a big, simple, brilliant idea. The ad is good, the idea extremely good. As I reflect, I realise I have fallen back in love with Argos. I never disliked it but this idea makes me appreciate how it can make my life easier. I can't get enough of that.

Giffgaff (1). The idea of lampooning someone who is a rich, ruthless banker type in favour of community and mutuality is absolutely at the "zeitgeist". That said, given the product seems to be really good, it feels a little lost in the creative idea. Both are good. Not sure they go together.

Crunchie (5). Is it just me who thinks We Don't Need Another Hero is a curious choice of soundtrack when Heroes is a Cadbury brand? Or is everyone in an agency tutting at me now for being a pedant and so "clienty"? That said, I am sure the ad will work. It links well to the name and bitesize chocolatey Crunchie ... where can I buy them now?

Well, those I may have offended by what I have written will be rushing off to cancel their Aviva policies. But before you do, the fact is: as long as those who you want as customers were engaged in the process, my opinion, good or bad, sadly matters not; it's that of your customers that counts.

Have a good week.

1. GIFFGAFF
Project: The Man
Client: Cristel Lee Leed, marketing director, Giffgaff
Brief: Provide a launch moment for the Giffgaff mobile network coming
out of a beta testing phase by promoting the collaborative membership
model and the key product features underpinning it
Agency: Albion London
Writer: Steve Heath
Art directors: Tim Bateman, Nick Darken
Exposure: Press, online, out of home

2. ARGOS
Project: Metal detector
Clients: Siobhan Fitzpatrick, head of brand marketing; Jenny Parry,
advertising manager, Argos
Brief: To Argos it is the best way to get what you want, where and when
you want it
Agency: CHI & Partners
Creative team: Nigel Edwards, Alan Cinnamond
Directors: Nic & Dom
Production company: Outsider
Exposure: TV

3. DR PEPPER
Project: The status takeover
Client: Dr Pepper
Brief: A Facebook competition from Dr Pepper - what's the worst that
could happen?
Agency: Lean Mean Fighting Machine
Creative team: Dom Moira, Kieron Roe
Designer: Anna Charity
Exposure: Digital (Facebook)

4. DOMINO'S
Project: Domino's Foursquare promotion
Client: Karen Houghton, marketing executive, Domino's
Brief: Use the growing popularity of geolocation and social media to
promote Domino's to a cutting-edge consumer audience
Agency: Vexed Digital
Client lead: Xanthe Arvanitakis
Social media lead: Neil Major
Technical lead: Daniel Strawson
Exposure: Digital

5. CRUNCHIE
Project: Cadbury "Crunchie Rock"
Client: Ross Farquhar, brand manager, Cadbury countlines
Brief: Launch new Crunchie Rocks
Agency: Fallon London
Creative team: Rick Gayton, Darren Beresford
Director: Chris Smith
Production company: Smuggler
Exposure: TV

6. DULUX
Project: Let's colour
Client: Dulux
Brief: Demonstrate how Dulux adds colour to people's lives
Agency: Euro RSCG London
Creative team: Fabio Abram, Braulio Kuwabara
Director: Adam Berg
Production company: Stink
Exposure: TV

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