CLOSE-UP: CRAFT/DIRECTOR'S CUT - TBWA senior creative Paul Silburn reviews the best of the new Campaign Screen

This month's Campaign Screen includes tips from creatives around the world on the main contenders for honours at Cannes. From personal experience, I know that being made the hot favourite for the Grand Prix is about as welcome as an invitation to Michael Barrymore's pool party. But surely Cannes will see the continuation of Frank Budgen's Shake and Take World Tour.

Such is the lasting impact of Frank's direction that his Levi's "twist" film has been tipped by some to win this year - even though it actually won two golds last year. But with Nike's "tag and Reebok's "sofa in the running, he looks to have the sports section covered off nicely.

Frank's work, like Frank himself, seems so effortless. It just glides across the screen leaving a trail of cool wherever it goes. The line of people hiding behind the wheelie bin in "tag and the lost coins falling out of the sofa in "sofa are great touches which separate the man from the boys.

From the other ads featured, only the hilarious Fox Sports campaign by TBWA/Chiat/Day San Francisco, seems strong enough. This advises viewers not to buy any product made in October - when production workers are distracted by the baseball playoffs - unless they're planning to torch a shop or staple their neighbour's dog to a tree. But the fact that Fox won last year may work against it this time round.

No doubt there will be something lurking out there which will take everyone by surprise. But don't be surprised if it too turns out to be directed by Mr Budgen. Didn't he also shoot a lovely ad about pears for a Swedish agency?

Well, that's ruined his chances of the Grand Prix.

Elsewhere on the DVD there's the most talked-about section. Here there's one ad from Saatchi & Saatchi New Zealand which literally cuts through.

Shot in a handheld Public Service style, it shows a young man choking on a juice drink. He collapses in the street and, as a girl yells for help, a guy claiming to be a doctor comes to the rescue. The "doctor performs an emergency tracheotomy, cutting open the man's throat and inserting a pen into the hole, before proceeding to suck up all the juice from inside the victim. Refreshed by The Daily Squeeze (for this is an ad for orange juice), the "doc announces that there's nothing more he can do for the patient.

I'll let you decide whether this ad is great or leaves a bad taste in your mouth but it's definitely been placed in the right section.

Finally, there's an interview with John Hegarty who reveals that, in his opinion, creative people have a golden period of about five years after which they start to repeat themselves.

Interestingly enough, in Lisa Campbell's interview (above), John talks about his surprise at the number of directors who turned down the Levi's "twist script saying it couldn't be done. Who made it happen? John also reveals that, in his opinion, creative people have a golden period of about five years, after which they start to repeat themselves.

Campaign Screen features the world's best and most talked-about ads. Call Roz Parr on (020) 8267 4659 to subscribe.


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