In the real world we rush to work, ignore 48-sheets, flip through magazines, shrug off ads we don't get, swear at the strategically placed pop-ups and use the ad breaks to flip to another channel. So let's pretend we're going to our regular nine-to-five and see how these ads stack up - how well do they cut through the clutter of a normal day?
So I'm making my way to the train station and I spot this Ford Transit (3) poster. Is it trying to own the iconic white van and all it represents?
A pretty strong statement. But if you're going to own the white van, then own it. Don't stop there. Please keep going. It's juicy territory that's worth exploring to see if the boundaries fit. As it stands, the ad earns itself a cursory glance before I get on the escalator.
If this Home Office (6) campaign had caught my attention, I would have been disappointed. Such a wasted opportunity. Tackling anti-social behaviour requires more than just art directing the brief. Perhaps they've ticked all the boxes, but they don't stand a chance of stopping me as I walk right past them with my chai latte. It seems to be missing an idea that requires me to care about the issue.
MTV (1) scores points for being involving. Full of detail, music-industry commentary and doesn't take itself too seriously. But if it's going to disturb my morning magazine page-flipping rhythm, it better be worth stopping for. I'm not sure it is. The references may be too accessible for a brand that's built its reputation on being cutting-edge.
Nuts (4). I'll remember a lads' magazine that promises its target absorbing content. But the execution reminds me an awful lot of that Fox Sports campaign, which warned us to "Beware of things made in October" (the major league baseball play-off season). Just as nice and single-minded; I bet it holds its own against an itchy thumb on the remote. But probably not funny enough to compete with a trip to the fridge and definitely not different enough to make me forget the original.
Nissan (5). Flipping through the post, I think the yet-to-be-filled blank book is a nice DM idea. I'd hold on to it for at least a couple of days before tossing it out and/or shoving it in my kitchen drawer. It tells me something I'm willing to believe/post-rationalise about this 4x4 brand. And continues to let me bask in the delusion that even a trip down the M4 qualifies as an adventure.
The Six Nations Rugby execution for the BBC (2) is beautifully shot and nicely crafted. Unusually edited to a track that stays with me. Makes one clean, visceral point that pays tribute to the sport's USP. A truth I find relevant; an ad I enjoy watching. The kettle can wait.
BILL POSTER - Joe Esprit works for Viacom Outdoor, putting up posters
Now I was impressed with this ad for Nuts (4) magazine. The one that got me was the one with the radiator. While the poor girl is trying her best, the bloke is just sitting there. She looks like she's doing her nut in trying to fix it. Really made me laugh. Was waiting for the bloke to step in and help. I wouldn't have let her suffer.
As for the bird on the boat - you could tell what was gonna happen. I just hope the water wasn't too cold for her.
The Six Nations Rugby BBC (2) ad didn't last long enough to make much sense to me. And it wasn't about football - I'm a Liverpool FC fan, I'm afraid. I think the girls will love this ad, though, as they like watching the boys getting physical and bashing each other. I don't really get the rules of rugby and only watch it if there's no football on the TV, so it didn't really grab my attention.
The MTV (1) ad would work well on the Tube. Keeps your mind ticking.
People want something to look at while they wait and there's loads going on in this ad. Despite the complicated picture, it wouldn't be that tricky to post as long as you get the first sheet straight.
Anti-social behaviour is an important community issue. People always think someone else is gonna deal with these things. My kids would look at this Home Office (6) ad. Children are into mobile phones, so they'd like it. A good, simple ad. Encourages people to get more involved in their community.
The Ford Transit (3) ad is quite clever with the flag and a good design, but it doesn't say much to me - I'm not fussed about Ford cars. The whole White Van Man thing doesn't really appeal. They are generally the worst drivers, always cutting you up, driving dangerously and in a hurry. It's trying to be macho. And what are they trying to say with all that green in the ad - are they ozone-friendly vans or something?
At first I went "huh?" when I opened the Nissan (5) book - it's got blank pages. I thought that it would make a good notebook, though! Ads with lots of white space on the Tube get graffitied, which gives me more work.
Again, it's not my type of car - I like German cars, they never let you down. If this were a book about a Volkswagen Golf, then I'd read the details.
Project: MTV network portfolio
Clients: James Scroggs, marketing director, MTV Channels; Anna Bateson,
marketing director, VH1 Channels
Brief: Visualise the nine channels in MTV's portfolio
Agencies: Karmarama, Point Blank
Writers: Steve Qua, Naresh Ramchandani (Karmarama), Steve Wallington,
James Kelly (Point Blank)
Art directors: Steve Qua, Naresh Ramchandani (Karmarama), Steve
Wallington, James Kelly (Point Blank)
Illustrator: Andrew Rae
Exposure: Marketing and music trade press
Project: BBC Six Nations Rugby
Client: Louise Holmes, BBC Sport Marketing
Brief: Broaden the appeal of the BBC's coverage of the Six Nations rugby
Writer: Simon Riley
Art director: Dave Waters
Director: Rob Sanders
Production company: BBC Broadcast
Exposure: BBC TV
Project: Forty years of Ford Transit
Client: Gary Whitton, director of commercial vehicles, Ford GB
Brief: Raise awareness that Ford Transit and its operators have been the
backbone of Britain for 40 years
Agency: Ogilvy & Mather
Writer: Katey Ward
Art director: Andrew Wyton
Photographer: Jason Hawkes
Typographer: Tim Bateman
Exposure: 96- and 48-sheet posters, press, bus-sides, sandwich bags
Project: Campaign 2005
Client: Niall McKinney, marketing director, IPC ignite!
Brief: Continue the existing campaign
Agency: Abbott Mead Vickers BBDO
Writer: Barney Ashton
Art director: Paul Pateman
Director: Colin Gregg
Production company: Therapy Films
Project: Incredible adventure
Client: Helen Perry, direct marketing manager
Brief: Bring to life the way that driving a Nissan Pathfinder opens up a
whole new world, enabling you to tell a better story
Agency: Tullo Marshall Warren
Writer: Natasha Ali
Art director: Emma Robinson
Typographer: Rosy Norman
Exposure: Mailing to Nissan customers who have ordered a new Pathfinder
6. HOME OFFICE
Project: Tackling anti-social behaviour
Client: Catherine Dey, Home Office
Brief: Encourage local people to report incidents of anti-social
behaviour on a new phone line that will operate in 25 areas across the
Agency: M&C Saatchi
Writers: Will Bate, Curtis Brittles
Art directors: Will Bate, Curtis Brittles
Photographer: Mike Parsons
Exposure: Six-sheet posters, phone kiosk posters, door drops, postcards