PRIVATE VIEW: Daniel Kleinman

I lie on my sofa with an inane smile, 99 per cent of my brain on

pause and crisp fragments down my jumper. A warm bottle of beer is held

limply in one hand and the remote control in the other. What is it that

makes an ad grab my attention rather than flow in one eye and out the

other? A couple of these have that something and, happily, none of them

would irritate me to the point of having physically to move a finger to

switch channels, which is a waste of energy and to be avoided unless

severely provoked.



Unluckily for the crew, Bounty didn't involve a jolly trip to warmer

climes this time, as it seems to have branched into making paper

toweling as well as coconut bars. Two rather attractive transvestites

set tough tasks for their paper towels - as you do. Although lit a

little on the bright side for my taste, Maureen and Barbara carry on the

fine English tradition of cross-dressing in a comfy, Les Dawson-type

way.



PlayStation 2 peculiarly seems to have cast the same two guys, this time

as shark fishermen. It's well shot, cast, propped and, in general, is

very good. The pay-off may have been stronger if there had been a bit

more of a sense of menace or danger before the guy jumps in the

water.



I'm glad it avoided the rubber shark option, though. The deer one is

also good and would only disappoint a lover of venison.



Lee Jeans is cheeky. I would have loved to do this for the crack. It is

going to have to endure worse bum puns even than mine, I'm sure. Very

funny and will bare repeat viewing. Casting must have been a laugh; I

wanted to shout "turn around!" (only to the girls, obviously). Actually,

some of the girl's lip sync was remarkable. If your arse watches this it

will definitely wipe the smile off its face. Excellent.



The trouble with well-known actors playing new characters in ads, I

think, is that it's difficult to suspend your disbelief and accept their

new personas in the time frame. In this Sky ad the dialogue, premise and

humour are so broad that the intention was probably for you to go "oh

look, it's him off whatsit". It's not about believable characterisation,

it's just a joke. Of course, the famous can be used like that - as

instantly recognisable people with whom you want to associate your

product - but this is trying to sell movie channels and all of the

actors are from sit-coms.



Pizza Hut is OK but I feel it could have run further with the idea.

There is a picture quality as well as wardrobe change between the two

sections in the ad but it's not very noticeable. We're in a mildly dull

world when they're eating onions and turnips before the change to full

colour, bite and smile in the second sections that are a bit cheesy in

both senses. Maybe they were meant to be kitsch but if they were, they

could have been more exaggerated. Perhaps Mr Hut put his foot down.

Oddly, I laughed at the third ad on the tape, which was just four close

ups of bits of pizza crust. I've no idea why.



Bertolli was very good, I chuckled away and I think the Dallas-style

overlapping images will give it repeatability. I particularly liked the

lone goat. The music was well done and it proves you can make a

conceptually good ad with the traditional sunny beautiful product shots

that usually elicit a "yuck" from me.



- The acclaimed director Daniel Kleinman shot the John West Salmon

"bear" spot, the Lynx "turtle" ad, Foster's "instant karma" and

Smirnoff's talking dog. Oh, and he also directs the James Bond title

sequences.



UNILEVER BEST FOODS

Project: Bertolli olive oil

Client: Chris Springford, business group director

Brief: Launch Bertolli olive oil on TV

Agency: Bartle Bogle Hegarty

Writers: Marc Hatfield, Peter Bradly

Art directors: Marc Hatfield, Pete Bradly

Director: Sheree Folkson

Production company: Upstart Films

Exposure: National TV

PIZZA HUT

Project: Stuffed crust pizzas

Client: Bill Ogle, marketing director

Brief: Communicate the enjoyment of Pizza Hut stuffed crust pizza

Agency: Abbott Mead Vickers BBDO

Writer: Ben Kay

Art director: Cameron Blackley

Director: Luciano Podcaminsky

Production company: Peluca

Exposure: National TV

BSKYB

Project: BSkyB

Client: Charlie Ponsonby, marketing director

Brief: Illustrate the superiority of Sky Digital by explaining the

benefits of a minidish

Agency: Bates UK

Writer: Andy McGuinness

Art director: Dick Dunford

Director: Colin Gregg

Production company: Stark Films

Exposure: TV

LEE JEANS

Project: Lee Jeans

Client: Johan de Niel, brand director

Brief: Put Lee back on the map

Agency: Fallon

Writer: Andy McLeod

Art director: Richard Flintham

Director: Ringan Ledwidge

Production company: Harry Nash

Exposure: Pan-European TV and cinema

BOUNTY

Project: Bounty paper towels

Client: Tamara Minick-Scokalo, marketing director, western Europe

Brief: Encourage people to use Bounty wet, to tackle tasks you never

thought a paper towel could

Agency: Partners BDDH

Writers: Matthew Anderson, Steve Nicholls

Art directors: Matthew Anderson, Steve Nicholls

Director: John Birkin

Production company: Blink Productions

Exposure: National TV

SONY

Project: PlayStation 2

Client: David Patton, vice-president, European marketing

Brief: Position PlayStation 2 as the definitive games console

Agency: TBWA/London

Writers: Ben Priest, Rob Turner, Nick Hutton

Art directors: Brian Campbell, Rob Turner, Nick Hutton

Directors: Kevin Thomas, Dom & Nik

Production companies: Thomas Thomas Films, Outsider

Exposure: International TV and cinema