I always know a piece of work is really good when I feel angry.
It’s a sort of resentment that someone else has done it.
I’ve been feeling angry with David Abbott since first clapping eyes on
an ad for the Triumph Herald at Mather & Crowther in the 60s.
Since then he’s consistently been pouring out work with an intelligence
and wit that’s in a class of its own.
His talents, especially suited to the printed word, have nevertheless
produced enough memorable TV over the years to give the lie to the claim
that it was his Achilles heel.
Occasionally perhaps he will indulge himself emotionally which can be a
little cringemaking, but what impresses in press or TV is his sheer
persuasiveness.
Who can watch a Sainsbury’s ad without feverishly hunting a biro or a
Volvo ad without feeling other cars are made of matchwood, or an
Economist ad without wondering if you’ll hold your own at the next
dinner party?
He may be Britain’s most elegant writer but he never forgets he’s a
salesman.
Look into any of his work and there’s a case being argued with the zest
of a prosecuting counsel.
Of course, these days there’s increasingly more to AMV than David
Abbott, but if there’s one thing Peter Souter and his young tigers
should pick up on it is this.
If Alka Seltzer’s wonderfully witty ’lifeboat’ spot had been made 30
years ago it would probably be revered alongside the likes of VW’s
’snowplough’ and ’funeral’. Delightful as it is, it seems somehow out of
its time.
Too naive perhaps for the age of BSE, CJD and BBH.
’We want to be Smiths Crisps,’ sing the cute little smurf potatoes to
the tune of Bobby’s Girl. It was catchy at the time but not a
substantial enough idea to resurrect the once ubiquitous brand now sunk
beneath the myriad of modern snacks.
After projecting Volvo as a tank for years, AMV suddenly produced a
series of much racier commercials. ’Twister’ is a cinematic
tour-de-force brilliantly photographed by Tony Kaye. Unlike AMV’s usual
appeal to the brain, it grabs you in the guts and slings them round the
room. Amazing production values that helped update the image of both
Volvo and AMV.
Remember the Caledonian girls? A group of British businessmen sing and
dance the praises of the famous tartan hostesses. Once again I remember
it being popular at the time, but today it’s rather like watching Cliff
Richard in Summer Holiday. It takes the irony of Dennis Potter to get
away with singing stiff upper-lips.
The Economist’s ’Henry Kissinger’ is a brilliant idea that must have
looked great in script form. No worry. The nuances of the voiceover and
the discreet oompah music produce a tone of voice that delivers its full
potential on screen. Seminal Abbott.
Sainsbury’s is the campaign that brought class to supermarkets, and
produced some of the most succulent food commercials ever. Abbott and
Brown transferred their successful press ads triumphantly to the screen
with the help of distinguished voiceovers, and gave us all a lesson in
how to sell food.
This one not only sold smoked salmon omelettes but also helped turn
Denis Healey into everyone’s jolly old uncle. Only one man in Britain
could have written about the champagne, ’It really puts the top hat on
it.’ Marvellous.
Next pre-breast Paula Yates plays in a two-hander with Oliver Reed
really enjoying his glass of Paul Masson until he hears it’s virtually
non-alcoholic.
Another classic, simple and beautifully underplayed by the stars. The
script must have read like a 20-second ad - a good discipline for
budding writers. Most 30-second ads I have to vet read like an hour and
a half.
Paul Masson
Project: Paul Masson Light
Brief: Introduce low-alcohol wine Writer: Tom Jenkins
Art director: Grahaeme Norways
Director: Simon Delaney Production company:
Delaney Hart
Exposure: National TV
J. Sainsbury
Project: Celebrity recipes campaign
Brief: Reaffirm Sainsbury’s
as the supermarket for
quality food Writer: David Abbott
Art director: Ron Brown
Director: John S. Clark Production company: John S. Clark Films
Exposure: National TV
The Economist Group
Project: The Economist
Brief: If you don’t read
the Economist, you will get caught out
Writer: David Abbott Art director: Ron Brown
Director: Peter Levelle Production company: Beechurst
Exposure: National TV
Volvo
Project: Volvo 850
Brief: Demonstrate the Volvo 850’s dynamic handling characteristics
Writer: Tom Carty
Art director: Walter Campbell
Director: Tony Kaye Production company: Tony Kaye Films
Exposure: National TV
British Caledonian
Project: Brand campaign
Brief: Focus on the quality of in-flight service Writer: John Kelley Art
director: John O’Driscoll
Director: Bob Brooks Production company: BFCS
Exposure: National TV
Bayer
Project: Alka Seltzer
Brief: Position Alka Seltzer
as a fast relief for stomach problems Writer: Patricia Doherty
Art director: Greg Martin
Director: Roger Woodburn
Production company: Park Village Productions
Exposure: National TV
Smiths Foods
Project: Smiths Crisps
Brief: Create a strong brand identity Writer: John Kelley
Art director: John O’Driscoll
Director: Dennis Russo
Production company:
Sky Films
Exposure: National TV
