Pete Lewtas (34) and Jon Prime (32) are mulling over how best to
celebrate their ten-year creative partnership. ’I suggested a romantic
candle-lit dinner, but I’m not sure Pete’s up for it,’ Prime says.
The duo met as wet-behind-the-ears advertising students at Manchester
Polytechnic in the late 80s, before embarking on a lively career which
has included stints at GGT, BMP DDB Needham and Bainsfair Sharkey
More recently, their work has diversified and they are now directing
commercials through James Garrett and Partners.
’As a creative team we were always very hands-on during shoots,’ Lewtas
says . ’In fact, we were real pains in the arse, constantly wanting a
say in the casting and lighting and so on.’ At GGT, they penned the
celebrated Red Rock campaign featuring the Naked Gun star, Leslie
Nielson, moving to BMP on the crest of this wave. ’The work rate at BMP
was phenomenal,’ Lewtas recalls. ’We must have written about 20
commercials in three years.’ It was here, following the precedent set by
the agency’s alumni, Frank Budgen and Graham Rose, that Lewtas and Prime
started directing some of their own material, notably a lunatic spot for
Maynards wine gums featuring a manic kilted Scotsman and some inspired
animation by Aardman.
The rest of their reel, featuring spots for Puma, BT, Danish Bacon and
Sugar Puffs, is more considered, though the ads exhibit a distinctive
comic thread. ’We love good ideas, and want to get them across in the
most visually appropriate way,’ Prime says. Lewtas adds: ’We’re
certainly not ’style over content’.
There’s no whirly-whirly stuff - for want of a better phrase.’ So, do
agency teams feel threatened by a pair of seasoned creatives getting
hold of their scripts? ’Threatened? Only when I’ve had a few pints,’
Lewtas says. ’As creatives, we always used directors we felt could
contribute ideas - Frank Budgen, John Lloyd, Steve Lowe. We’ve never had
a problem with that. After all, it’s a collaborative venture.’