First, IBM. This mailing for IBM’s unusually brainy abacus
mystified us: no letter, address carrier, no outer. The pack lid asked,
’What will you be doing in five years’ time?’ The lid sprung open and a
book jumped out, with the answer on the cover: ’Everything.’ ’But I
don’t want to do everything,’ groaned my Joshua creative council
partner, Ivan Palmer.
’I thought computers were supposed to save us from working, so we could
Mind you, when the RS/6000 goes to work, it really goes to work. It
saves the population of India, discovers subterranean oil reservoirs and
stages fantastic, virtual road accidents with spine-fracturing
It’s clearly very good. And judging by the production values of the
mailing, very expensive, too. But, as someone pointed out, the call to
action is decidedly lame - just a reply-paid card requesting more
information. The book promises a long shelf-life, and yet it only allows
one response. Not a phone number in sight. Shame.
Tony Stone. Help! We are attacked on all sides by aggressive cardboard
engineering. This time it’s an elasticated dragonfly, which leaps out
from behind a cardboard leaf and scares the shit out of you.
The idea is that Tony Stone’s photographers have mastered the urge to
run a mile at the sight of a creepy crawly, in order to bring you their
latest animal kingdom catalogue, Wild & Untamed. It’s cute, but the
writer has suffered a metaphor embolism, so that the line on the front
belongs to an entirely different (and not so good) campaign.
Streetsmart. Great idea. Let’s prey on the fat cats as they gorge
themselves in the flesh pots of Soho, while outside the underclass
crouches in rags and boxes under the bitter scalpel of the east wind ...
Add pounds 1 to your bill this Christmas and help a homeless person.
We liked the way they turned a napkin into a sleeping bag - even though
someone pointed out that the Homeless Head protruding from the napkin
rather resembled a penis. The sleeping-bag-on-the-plate device, though,
induced a thumbs-down. They said it looked like something from a student
book. Personally, I rather liked it. There’s nothing as cruel as a
Audi Foundation. Smart bit of sales promotion, this, if rather galling
to a little Englander like me - setting up Audi, the German car
manufacturer, as the saviour of British engineering genius. But we all
agreed that the application form was about as user-friendly as a land
mine. Palmer waxed poetical. ’After all, this is where we invite our
tender prospects to cross the divide of inertia and walk with us!’
And suddenly, Direct Marketing lay before us like the Promised Land,
bathed in a heavenly, golden light.
Brief: IBM’s RS/6000 server offers better, faster and cheaper technology
than existing PCs for the number-crunching tasks of the future
Copywriter: Mark Davies
Art director: Paul Ryan
Brief: Create awareness of the new Tony Stone catalogue, Wild & Untamed
Copywriter: Ford Batey Art director: Hamish Dixon
Brief: Raise awareness of the Streetsmart scheme to get diners to eat at
restaurants that contribute pounds 1 to charity
Copywriter: Will Barnett
Art director: Mike Wells
Brief: Raise awareness of the Audi Foundation among students and
professors on design and engineering courses
Agency: BBH Unlimited
Copywriter: Dougie Wood
Art director: Dave Cloke