PRIVATE VIEW: Dave Droga, the creative director of Saatchi & Saatchi

A Christmas hamper from Campaign. How festive.

The Radio 1 commercial's images of the audience at a gig are well shot.

However, that's all they are: nice shots of a gig. Because for all their crushing, moshing and celebrity faces, they leave me a bit cold. In fact, they just reminded why I stopped going. Hang on. Maybe that just means I'm getting old. In that case, I love them.

Move the radio dial a bit and you come to the Black Country's Beacon 97.2FM's posters for Mark and Jo. Now I don't know who Mark and Jo are (or where the Black Country is for that matter) and these posters aren't really helping. I don't feel that it's enough to tell me that these two presenters have different personalities. Mark and Lard are a bit different. Morecambe and Wise are a bit different. Bert and Ernie are a bit different. These ads aren't.

The two McCain commercials stand out a bit though. I presume they top and tail a break and in them, the actors talk about having seen the other ad. They're relevant to the product but are they a little self-indulgent?

Maybe, but at least they talk like real people and as one of the women in them says, they get the point across.

No clever link to the next ads, because I was always told that there's nothing clever about guns. Obviously, the creatives behind the Gun Control Network posters were told the same thing. They convey simple, powerful messages about the dangers of imitation guns. However, how much more powerful would they have been if the writers had resisted the temptation to use a pun in the endline?

The Connexions commercial is a difficult one. It grabs the attention of the young viewer by featuring the montage of authority figures instructing them to listen. If they're still listening, they are then told that if they've had enough of being told to listen, they should talk to them. Whoever "they" are.

Finally, the Vauxhall Astra ad. Someone's obviously been told to inject some excitement into the Vauxhall brand. Remember the game of hide and seek for the Corsa? Well in the latest fun-packed instalment, we follow a roller coaster made up of three Astras as it hurtles around town. Is it fun? Not as much as the Corsa execution, but then maybe the Astra lacks the little car's cheekiness. But now I'm talking about the car.

Anyway, enough of all that.

Merry Xmas.


Project: Breakfast crew launch

Client: Colin Dudgeon, marketing director, GWR

Brief: Get people to understand Mark and Jo's characters

Agency: do:

Writers: Simon Spilsbury, Chris West

Art director: Sy Jeng Cheng

Typographer: Nigel Ward

Illustrator: Simon Spilsbury

Exposure: Poster sites


Project: Vauxhall Astra TV

Clients: Patrick Dunster, marketing and communications manager; Andy

Cullis, Astra brand manager

Brief: Inject vitality into the Astra marque by positioning it as an

exhilarating drive

Agency: Delaney Lund Knox Warren & Partners

Writer: Martin Cox

Art director: Richard Lovell

Director: Stuart Douglas

Production company:

Exposure: National TV


Project: Connexions

Clients: Angela Friend, senior information officer, DfES; Christine

Nestor senior information officer, DfES; Paul Harris, senior campaign

manager, COI

Brief: Raise awareness of the Connexions brand, an advice service for

13- to 19-year-olds.

Agency: D'Arcy

Writer: Jon Lilley

Art director: Andy Bunday

Director: Malcolm Venville

Production company: Therapy Films

Exposure: National cinema


Project: For the love of live

Client: James Wood, marketing manager

Brief: Radio 1 DJs come together around live music

Agency: Fallon

Writer: Ed Edwards

Art director: Dave Masterman

Director: Ivan Bird

Production company: Gorgeous

Exposure: BBC TV


Project: Death by imitation

Client: Gill Marshall-Andrews, marketing manager

Brief: Illustrate how it is impossible to distinguish between real and

imitation weapons and how, for as little as £50, an imitation

handgun can be converted into a lethal firearm

Agency: Rocket Science

Art director: Bill Gallagher

Writer: Robin Murtough

Photographer: Stephen Nicholls

Typographer: Simon Warden

Exposure: Poster sites


Project: Home Fries

Client: Julie Leivers, marketing director

Brief: Communicate that Home Fries can be fried

Agency: D'Arcy

Writer: Mark Waldron

Art director: Dave Godfree

Director: Dominic Murphy

Production company: Partizan

Exposure: National TV

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