According to the first piece, the Land Rover Defender is both a
Collie and a Friesan. Just the nightmare creature you’d expect down on
the genetically modified farm. The copy also refers to Herdwicks,
whatever they may be, as well as pregnant sheep. Clearly, it’s not
targeted at the core 4x4 audience of school-run mums and King’s Road
No, this is about the real thing: a proper Land Rover. A vehicle for
people who know what slurry is and don’t mind a bit of it on the
Hence, the mailing is not so much art directed as constructed out of
The only word for it is craggy.
Last year, when Land Rover scooped yet another armful of awards, some of
the audience at the ceremony booed. Shame on you. If you don’t like it,
improve on it. And if your clients won’t cough up decent budgets, get
hold of some of the excellent Land Rover work (of which this is a minor
example) and beat them over the head with it.
One of The Economist mailings targets accountants, the other lawyers.
You can tell from the ponderous puns - ’judge’, ’trial’, ’verdict’,
’money matters’, ’financial sense’ and so on.
These are competent mailings, but they reflect neither the lucidity of
The Economist, nor the wit of the advertising. And so the brand is
diminished. Direct marketing can be an over-earnest business, and
sometimes the creative succumbs too and loses all playfulness and wit.
Lighten up everybody - not everything we sell is a cure for cancer.
Alliance & Leicester knows this. It says: ’Life’s for living, not
banking.’ I welcome such rare humility from a bank. Usually, banks score
high on our patent Bollocks-ometer(R), knowing the price of everything
but the value of nothing. However, this one appears to be different.
OK, the lines aren’t always totally consistent, the colour choices can
be a little noisy and the offer isn’t unique. But, frankly, I was
charmed by this work, and how often can you say that about a bank?
Finally, we have Club Med. It has used one of my favourite media - the
postcard - which has enforced brevity and, hence, productive
These seem to have a concept uniting them, and indeed all three fit
together like an idiot’s jigsaw to make one image. Each is aimed at a
different family member, and so different key words appear on each, such
as ’relationship’, ’eating’ and ’wine’ (you figure out which is for
So, all of the right buttons get pushed, even though I’m still not sure
what Club Med is. I’ll have to call for the brochure - there you go, it
works, this direct stuff.
Paul Kitcatt is the managing director and the former creative director
of Brann London
LAND ROVER DEFENDER
Brief: Sell the utilitarian Defender to farmers in one of the
agriculture industry’s worst-ever years
Agency: Craik Jones
Copywriter: Simon Kershaw
Art director: Philip Keevill
Brief: Attract new subscribers using two different special offers
Agency: Evans Hunt Scott
Copywriters: Amanda Goldman, Helen Harris
Art directors: Phil Bucknell,
ALLIANCE & LEICESTER
Brief: Develop a strong, modern advertising campaign to strike a chord
with the core audience
Agency: Barraclough Hall Woolston Gray
Copywriter: Caitlin Ryan
Art director: Charlie Smith
Brief: Stimulate brochure requests and direct sales
Agency: Publicis Dialog
Copywriter: Suzanne Winterflood
Art director: Caroline Jaggard