Blood, as Woody Allen once observed, should be on the inside. But
like Christopher Lee the National Blood Service wants to take it out of
you. So with crucifix and garlic in hand I approached the two
mailings.
There is no branding, no message on the outer. The idea is to ’trick’
the recipient into thinking the blank envelope contains something
exciting like a letter from your Gran who, funnily enough, now sends her
letters through Mailsort 2. Fair enough, I suppose - put ’we want your
blood’ on the outer and response might congeal. If you’re going to get a
paper cut, this is the mailing to do it on. The brochure tells me that
giving blood is a bigger kick than swimming with dolphins, seeing the
sun rise over the Himalayas or, er, passing your driving test.
No letters in either pack, which is probably a mistake. It’s the sort of
message that would benefit from a more personal appeal. Free tea and
biscuits is the offer.
From blood to Virgins. Richard Branson’s airline invites me to take
another trip with whomever I fancy (ooh, matron) with two free economy
tickets when I fly Upper Class. Sadly, I don’t think Sky Sports News’
Kelly Dalglish would come but they kindly offer me a ’surprisingly
beautiful policewoman’, a ’florist with nice tulips’ (geddit?) or a
’French waitress’ (minus hairy armpits). Women are offered a ’jogger
with nice buns’ (fnarr! fnarr!) or a ’man who spilt drink in the coffee
shop’.
They’re trying too hard to make a joke but this laddish concept isn’t
pushed far enough to be funny or risque. Do it like Loaded or Viz or
don’t do it. Great offer, though.
Strange people drink malt whisky and even stranger people work in
distilleries.
This Glenmorangie mailing contains the first edition of ’the newsletter
of the sixteen men of tarn’. Yes it does. The letter from the new
distillery manager informs us: ’I persuaded (the former manager) to move
upstairs so I slipped in and nabbed his seat before he had the chance to
change his mind.’ Clearly distilleries have learned something from
agencies.
It is also obligatory for anyone describing whisky to write things like
’the very process of distilling dates back hundreds of years. It is a
process that can not be hurried. It takes as long as it takes.’
But for all that, this pack has a rare charm, wit and character. And
I’ll drink to that.
British Airways recently produced a TV ad focusing on its staff’s
children.
Nice idea. So nice that the RAC has done the same thing. A young chap
shows us cute pictures of his dad helping people and their cars. His
dad, as you might have guessed, is an RAC man. The fact that to Ben, his
dad is a hero, is no motivation to me to join the RAC. It strikes me
that this is a brand ad (give the RAC a human face) forced into a direct
response brief (only pounds 39 to join now!). In the end, as so often,
it falls between the two. Sorry Ben, but at least you can draw better
than anyone here.
Ben’s dad would drive a Ford Transit. And the final piece advertises
this famous hedgehog killer. The thick, heavy card gives it a nice
sturdy feel like the van itself. The only thing that occurs to me is
that someone needing a builder’s tip would probably not buy an
ambulance.
It’s a good piece using the medium well that I imagine the quiet, shy
considerate breed who form Britain’s van driving population would
like.
Before they cut you up at the roundabout and suggest you regularly enjoy
sex with your right hand.
Chris Barraclough is the chairman of Barraclough Hall Woolston Gray
CREDITS
National Blood Service
Brief: Recruit new blood donors, based on detailed analysis of existing
donors
Agency: Brann
Copywriter: Bob Pateman
Art director: Lorna Mills
RAC
Brief: Test television as a cost-effective membership recruitment
channel for the RAC
Agency: Lowe Direct
Copywriter: John Taylor
Art director: Darran Fry
Virgin Atlantic
Brief: Support the Virgin Atlantic promotion to fly upper class and earn
two free economy tickets
Agency: Rainey Kelly Campbell Roalfe/Y&R
Copywriter: Mike Boles
Art director: Jerry Hollens
Ford Transit
Brief: Reinforce Ford Transit’s heritage and launch the Crusader Transit
Agency: Wunderman Cato Johnson
Copywriter: Nigel
Edginton-Vigus
Art director: Paul Walton
Glenmorangie
Brief: Raise awareness and bring knowledge of the Glenmorangie
distillery and brand to the consumer
Agency: TSM
Copywriter: Rohan Candappa
Art director: Paul Ridyard
