PRIVATE VIEW: Charles Inge, the creative director at Clemmow Hornby Inge

From worst to best.

In my newspaper this morning I read that starting tonight on Bravo is a

new series called Travel Sick, where "the infamous Grub Smith travels to

exotic places to indulge in such activities as lizard eating and

watermelon shagging. In every episode Grub gets five challenges to

complete, every one he fails to win incurs a penalty. The more mistakes,

the worse it gets." Sounds great, but you'd never know it from these

spoof travel posters. Plum brief. Duff ads.

Only a little better is TiVo. In this commercial we're told that TiVo

can learn the sort of programmes we might enjoy and automatically record

them for us. The product has a real consumer benefit so all the agency

has to do is not get in the way of the message. Unfortunately, it

couldn't help overcomplicating it with some faintly ridiculous imagery.

The result is dull and forgettable.

You will probably remember that TiVo is the box of tricks that will

remove ads from your telly, thus potentially bringing about the demise

of the TV ad as we know it. I would suggest that it is dull ads such as

this that make people switch off, thus potentially bringing about the

demise of the TV ad as we know it.

Perhaps TiVo should be pre-programmed to remove its own ad every time it


Next is a poster campaign for DVLA telling us to buy our road tax. By

using celebrity cars the campaign manages to be bossy yet friendly. It's

a bit like being shouted at by a teddy bear. So I end up feeling

oh-so-scared in a cosy sort of way.

Much better is the BMW 3 Series commercial. Here, the owner, having

driven to hospital through obligatory mountain scenery, ends up having

his reflexes tested. As his knee jolts, so does his car outside, thus

showing us how responsive the car is to our every command. Worryingly,

BMW seems to have had a momentary shift in strategy. Gone are the

technical nuggets that usually underpin this excellent campaign. Instead

it has moved towards one of those generic and asserted "you're at one

with your car"-type briefs. In lesser hands it might have turned into

"between you and your car there's chemistry", or "feel the road".

Fortunately, though, this ad is as well made and understated as a


On more solid ground is the new commercial for the Army. This time the

sights are turned on recruiting officers. We are shown a series of

people of various different vocations trying their hardest but

ultimately failing to persuade people to do things. The message is that

passion isn't enough and leadership isn't easy. It's flattering to

existing officers and would-be officers. It's also another change in

direction for one of our great campaigns, but none the worse for


Best of all this week is the campaign for the Energy Savings Trust. The

Government is trying to make us save energy, thereby reducing the impact

we have on the environment. This potentially worthy route translates

into a witty and very watchable campaign about people being abused by

their energy-inefficient appliances. They are spiky and fresh. The

performances and direction are masterly. The boiler ad, in particular,

is a gem.

Overall, not a bad week, where the best brief produced the worst ads and

the worst brief produced the best ones.


Project: Army Officer

Clients: Mark Bainbridge, head of marketing, Army Recruiting Group;

Graham Langton, campaign director

Brief: Relaunch the officer career as a modern, dynamic career option

Agency: Saatchi & Saatchi

Writer: Paul Domenet

Art director: Brian Connolly

Director: Nicolai Fugslig

Production company: Outsider

Exposure: National cinema


Project: Bravo Travel Sick

Client: Paul Hancock, Bravo brand manager

Brief: The travel show that laughs in the face of "been there, done

that" travel bores

Agency: Banc

Writers: Glenn Smith and Tommy F Flisher

Art directors: Craig Roderick and Andy Butling

Typographers: Neville Raven and Tabasum Patel

Exposure: Daily and weekly press


Project: BMW 3 Series

Client: Nick Hart, brand communications manager

Brief: Communicate that no car connects with its driver like a BMW

Agency: WCRS

Writer: Andy Brittain

Art director: Yu Kang

Director: Frederic Planchon

Production company: Academy

Exposure: National TV and cinema


Project: TiVo

Client: Matthew George, TiVo product marketing manager

Brief: TiVo creates your own personalised TV channel

Agency: Bates UK

Writer: James Humpheys

Art director: Craig Hunt

Directors: Terence and Marek

Production company: Garretts

Exposure: National cinema


Project: DVLA road tax evasion

Client: Lynne Hopkins, enforcement media manager

Brief: Convince evaders that they won't get away with not paying their

road tax

Agency: D'Arcy

Writer: Matt Wheeler

Art director: Dave Chidlow

Typographer: Chris Witham

Photographer: Andy Earl

Exposure: National 48-sheet posters and press


Project: Winter campaign 2001

Client: Jo Cook, head of marketing

Brief: Make consumers consider energy efficient options

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: Mike Boles

Art director: Jerry Hollens

Director: Fredrik Bond

Production company: Harry Nash Films

Exposure: National TV

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