Private View International: Fernando Vega Olmos

In a special two-part Private View to launch Campaign's Press Awards 2005, Fernando Vega Olmos casts his eye over some recent international print ads while Gerry Moira on p36 looks at the latest crop of UK press work.

When it comes to advertising - any advertising - I think that consumers aren't a target. We aren't a socioeconomic variable. We aren't a cluster.

We are all human beings. Yes, we are human beings who consume things and so we are all exposed to advertising communication. But we learn to play the advertising game when we are still little children and we learn to let brands exaggerate their benefits if they are able to seduce us. So how is this gallery of international press advertising going to seduce me?

Let's see ... Burger King. So you're trying to tell me that, in your restaurants, I can now find a real alternative to greasy food wrapped in brown paper? That would be welcome. The campaign explains it well but it think it probably promises a little too much. Glamour in BK? Refinement? Style? I'll need to see that for myself.

Moving on. The recruitment campaign for the Royal Singapore Air Force. Above all, it's quite a cliche ... You are the key that opens every door; you're the fence that ... launches the missiles. I don't get it. To be honest, I hope nobody gets it. Launching more missiles ... oh my God.

As for the kangaroo ad for the Nissan Cabstar, I think there are more interesting ways to say that you have more power for heavier loads. Don't miss the chance to create a good ad when you have something very specific to say.

Closer to home for me is Del Campo Nazca's work for the Buenos Aires Zoo. It's another good piece of work for the only zoo in the world that has three lions ... three Cannes gold Lions.

It's animals again for three executions from TBWA\Shanghai for Nabel, a Chinese tile manufacturer. It sounds a little odd to me to say that a tile can be comfortable. Are tiles cozy in China? I'll have to visit there soon.

Oh Pokon, what a powerful fertiliser you are -you bring dead wood back to life. I wonder, will people understand it?

Yes, we human beings like to go out to dinner and we sometimes need fast foods because we are in a rush or we don't want to spend a lot of money - though that doesn't mean the food must be greasy, unhealthy or wrapped in horrible brown bags.

We are people who also sometimes like to go for a walk or go to the zoo: it's nice to see wild and exotic animals, so different from my neighbour, who always puts his rubbish bags in my garden. And we human beings like to have plants, look after them and see them growing up healthy and strong.

We like to have a new bathroom and a new kitchen. And some people need to have a loading truck for their work. I even think there are human beings who could be interested in joining the air force.

But I find myself wondering if we - creative people - are doing what we're supposed to do: making the brands communicate with people in an interesting and impressive way? Or is it that we just, like in most of these cases, want to be considered very smart guys.

- An entry form for the Campaign Press Advertising Awards 2005 is available in this issue of Campaign or contact: Bridget Drummond 020 8267 4090


Project: Winter holidays campaign

Client: Fernando Chain, commercial director

Brief: Generate interest in visiting the zoo using the arrival of

kangaroos for the winter holidays

Agency: Del Campo Nazca Saatchi & Saatchi, Argentina

Writers: Guadalupe Pereira, Gaston Bigio

Art directors: Javier Lourenco, Hernan Tomassini, Jonathan Gurvit

Photographer: Gisella Filc

Exposure: National press and posters in Buenos Aires and its suburbs


Project: Corporate branding

Client: Major Ivan Ho, head of recruitment

Brief: Communicate the air force's core mission of guarding Singapore

Agency: DDB Worldwide Singapore

Writer: Neil Johnson

Art director: Joel Chin

Photographer: Charles Chua

Exposure: National press and posters


Project: Fire-grilled salad launch

Client: Russ Klein, executive vice-president and chief marketing officer

Brief: Highlight the pouch innovation that keeps the hot meat separate

from the cold greens

Agency: Crispin Porter & Bogusky, US

Writers: Rob Reilly, Ronny Northrop

Art directors: Kat Morris, Kevin Koller

Photographers: Henrik Halvarsson, Brad Tuckman

Exposure: n/s


Project: Nabel brand communication

Clients: Yang Weidong, vice-president; Jiang Jinsong, advertising


Brief: Promote Nabel's brand image and communicate the product's

functional benefits

Agency: TBWA\Shanghai

Writer: Tif Wu

Art directors: David Chu, Leo Wan

Photographer: Li Jun

Exposure: Ray and Trend magazines


Project: Pokon fertiliser

Client: Rob van der Leegte, marketing manager

Brief: Promote the message that Pokon is the best product to help your

plants grow

Agency: Van Walbeek Etcetera DDB, The Netherlands

Writer: Erik Falke

Art director: Dennis Baars

Photographer: Ernst Yperlaan

Exposure: n/s


Project: Cabstar

Client: Diogo Jardim, marketing director

Brief: Show that the Cabstar has been revamped to make it stronger

Agency: BBDO Portugal

Writer: Nuno Cardoso

Art directors: Diogo Mello, Marco Dias

Photographer: Platinum

Exposure: National press

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