I was really looking forward to doing this, as it sounded fun and exciting to be in a magazine. Hello everyone!
First of the lot is Munch Bunch (5). I think this is more for my parents than me. It doesn't look like an ad for children, but it's still quite funny. When you read the words the picture makes sense and, from what it says, it sounds really healthy. If I see this in the shops I might try to persuade my mum to buy it, but it doesn't say what it tastes like, which is a bit weird.
Next is the King Kong (4) poster. This is brilliant. The poster is massive and I was quite shocked when I first walked past it in the street. King Kong looks the same size as he appears in the film and looks really cool and powerful - as if he's going to jump out from the picture. I've already seen the film, which was brilliant. But if I hadn't, this would definitely make me want to see it.
Coco Pops Straws (2). I like the cartoon characters in this ad (I've seen them before). It's quite funny when the monkey and the boy do a challenge to see who can drink their milk fastest. Using straws is a really good way to drink milk because most people don't always finish the milk in their cereal. But I don't think having chocolate for breakfast is very good for you.
The PSP (1) ad is very odd, different, new and exciting. It shows people in everyday life, driving, in an art gallery and on a bus. Then this mad red contraption jumps up and runs about. The funniest bit is when a dog attacks it and ends up dangling by its mouth. And there's a really good bit when it climbs up a tower and fights with another red monster, which is very realistic and cool. At the end one falls from the tower into concrete and you can see that it's made from all the different PlayStation features icons. The music's great - there's loads of drumming and it goes really well with the speed of the ad and the crashing and jumping of the red thing. The last bit in PSP stands for portable, which means you don't have to plug it into the TV and can play it anywhere. I would really love one of these ... Dad!
Child protection on the internet (3). These ads use a weird man with one of those smiley kind of yellow faces stuck on. But he looks odd and it's not a nice smile. The best one shows a girl watching TV in her house.
Behind her the man walks past her window looking in at her. Then he moves to a different picture of a front door and you see him through the glass windows getting closer and closer until he opens the letterbox and stares in. It looks like something bad is going to happen. I think this is a good idea because it helps children understand why you shouldn't give your address to anyone you don't know really well.
The Robinsons (6) The Lion, the Witch and the Wardrobe ad doesn't look very exciting and it's hard to read. You have to click on a hole in the bottle which takes you into a room with the wardrobe in it. It's really clever how the wardrobe door opens and light comes out.
It makes you want to go in. As you go through the room, closer and closer to the wardrobe, the pictures change like turning pages of the actual book. In the wardrobe are different things like a book and a map. When you click on these it takes you to a competition, which is a bit boring.
I wanted to see what happened next when you go into Narnia, but that was it. Also it was really slow, I tried clicking lots but Dad says we need broadband.
King Kong was the best and PSP was exciting to watch. I really enjoyed looking at the ads and writing this. It was a wicked experience.
15-YEAR-OLD - Isabel Seligaman, student, Cheltenham Ladies College
Sorry. These are the unstructured and unpolished ramblings that directly follow two days of lacrosse played from six till five with laryngitis.
OK, the King Kong (4) poster. The misty jungle and a big-assed gorilla looking mighty pissed off. Intriguing. But I think the ad would be more interesting if it had a human element. Before I saw the film, I kind of thought that it was just about a giant gorilla, maybe in the style of Mighty Joe Young, or Born Free, or something. But there's obviously a lot more to it than that. The fact that the poster should have a giant monkey on it is pretty self-evident. I'd like to have been given a clue about the dinosaurs, indigenous savages, giant insects, film directors, Adrien Brody. But I suppose this is all more suited to a television ad than a poster. All the same, this ad uses the sheer magnitude of the poster for a bold impact and leaves the rest to the imagination.
Child protection on the internet (3). It's pretty sobering to think of this freak hiding behind his online persona. But the person with a gigantic smiley face for a head popping out from behind a tree and peering through letterboxes just seems a bit unreal. This is why the viral VIP party ad is better. The ad reads "win tickets to the 2006 VIP music awards", and then you click on it and see the animated smiley face of this guy sitting alone obviously waiting for the unsuspecting kids. It's shocking and you realise just how easily it could happen to you.
The hole at the beginning of the Robinsons (6) The Lion, the Witch and the Wardrobe ad is slightly odd. But it gets better from there. It's good to be taken on a journey and I like it that you can click on the different things in the wardrobe. I think that it's a bit weird having a games console and other anachronisms in the wardrobe. They don't really fit in with the rest of the ad. I know it's to attract attention to the different offers, but some other icons might be more fitting with the feel of the Narnia books.
PSP (1). Obviously an ad for boys! It's quite aggressive but, that said, I really like it. It's exciting, I like the idea and the music, but perhaps it's a bit too long. I've seen some of the teaser ads and if anyone else has, then they'll know what it's about quite early on - so it doesn't really matter that it doesn't really identify the product until quite far in.
Right, Coco Pops Straws (2). I'm afraid I can't say anything that won't be tainted by the fact that this is a gross product. I wouldn't touch it with a barge pole and this doesn't do anything more to convince me.
But I suppose the product isn't aimed at my age group. It has a cute kid and the usual Coco Pops monkey, which I suppose children can identify with, but I'm not sure that parents would be any more persuaded to buy them for their children than I would be. I suppose it's seen as OK to sell them chocolate-covered straws for breakfast because it's supposed to help them drink more milk. But I'm still in doubt, frankly. It's a classic Coco Pops ad, but the product's a bit dodgy.
I don't know whether I find Munch Bunch (5) funny or just weird. I guess it's not really aimed at my age group so maybe younger children will enjoy it a bit more. If it is aimed at my age group ("growing kids"), or young people rather than children, then it's giving pretty mixed messages as it's called "drinky plus" and "designed to help keep little tummies healthy".
Even if it's meant for younger children, then it's going to be the parents who buy it. So I guess that's why you've got the cool guy sitting in a trolley. Either way, it doesn't really interest me.
1. SONY PSP
Project: A day in the life
Client: Alan Duncan, director of marketing UK, Sony Computer
Brief: Create excitement around the PSP
Writers/art directors: Tony McTear, Chris Bovill, John Allison
Director: Alex Rutterford
Production company: RSA Films
Exposure: National TV
Target audience: 18- to 24-year-old "entertainment opportunists"
2. COCO POPS STRAWS
Project: Coco Pops Straws
Client: Robert Woodhall, marketing manager, Kellogg
Brief: Generate awareness and excitement about new Coco Pops Straws
Agency: Leo Burnett
Writer: Robert Gill
Art director: John Jessup
Director: Tim Hamilton
Production company: Avion Films
Exposure: National TV and cinema
Target audience: Six- to 11-year-olds
3. HOME OFFICE
Project: Child protection on the internet
Clients: Sharon Sawers, strategic communications advisor, the
Home Office; Ayesha Adonais, digital media, COI
Brief: Encourage children to question how they behave online
Writer: James Taylor
Art director: Ian Owen
Post-production: Golden Square
Target audience: 11- to 14-year-olds
4. KING KONG
Project: King Kong film launch
Client: Steve Hunt, senior media manager, UIP
Brief: Create the "Eighth wonder of the world" with a giant Kong poster
Agency: Creative Partnerships
Exposure: Giant banners in Birmingham, London, Manchester and Glasgow
Target audience: Core audience is 16- to 34-year-olds; secondary target
is 12-year-olds and above
5. MUNCH BUNCH
Project: Trolley, bike
Clients: Mark Beales, head of marketing; Vicky Morgan, brand manager,
Nestle Chilled Dairy/Munch Bunch
Brief: Let parents know that Munch Bunch has developed a yoghurt drink
with a gentle probiotic specifically designed for children
Agency: Ogilvy & Mather
Writer: Jim Ritchie
Art director: Chris Hart
Photographer: Nick Turpin
Exposure: Women's monthlies, weeklies
Target audience: Mums
Project: Welcome to Narnia
Client: Philip Patterson, senior brand manager, Robinsons
Brief: Maximise the opportunities of sponsoring a blockbuster by
extending the brand experience online and support the on-pack promotion
Agency: Grand Union
Writer: Richard Johnson
Art director: Richard Coggin
Designers: Gavin Fox, Simon Pike
Target audience: Mums with young children