Let us eavesdrop.
BT. Right brain: "Dave is a rabbit ... Morag is a GTi convertible ... wild headlines, man ... especially because Morag is a cow. It's crazee but I lurve it ... not quite sure what it is ... there's something about BT at the bottom. Help me out here, lefty." Left brain: "Er ... right ... well, Dave is a rabbit because he's dreaming about being a rabbit because he's so relaxed because BT communications are helping make his business successful and profitable. Morag is a GTi because ... well, I haven't quite finished that one ... can I call you back?"
Go Ahead. Left brain: "It's called Go Ahead, because it's a snack that's healthy, so you can eat it any time without feeling guilty ... and that's what the pictures show. Very clear and sensible ... it'll probably sell like hot cakes (healthy ones, natch). What do you think, right brain? Right brain? Wake up, you lazy sod."
COI Electoral Commission. Left brain: "Nice thinking here. A typical non-voter, who 'doesn't do politics', finds he can't talk about anything, even the closing time of the pub, because everything is actually about politics. Good insight. Neat endline. 'If you don't do politics, there's not much you do do. It gets my vote.'" Right brain: "Could the animated characters be a bit more ... you know ..."
Baileys. Right brain: "Now this is more my style ... great globs of Baileys, floating around in a weightless bar, with guys and gals gobbing for it ... wild ... well shot, good track ... I miss the sexy campaign but this makes me want to drink the stuff ... and believe me, that takes something." Left brain: "What's the connection with the 'Infectious' endline?" Right brain: "Wake up and smell the coffee liqueur, lefty."
118 118. Right brain: "It's wacky. It's wonderful. And it's definitely not Dave Bedford (according to my friend Perry Mason). Now it's Starsky & Hutch meets Jason King meets some weirdos in plastic boiler suits. Love it to death. And lefty, I do remember the number, OK?" Left brain: "It took a while for me to get the point that you can get more than one number at a time, but once I did ... God, I feel free ... I want to run naked through the long steppe grass ... I must tell my therapist ... hang on, I've forgotten his number."
Volkswagen Golf. Left brain: "The VW Golf is 30 years old, so we take a 30-year time trip through the evolution of the car and the hairlines, hemlines and waistlines of the people involved in its creation. Faultless logic. Makes one think the car is improved by its provenance. But not hidebound by it." Right brain: "Beautifully shot. Great pace. Great soundtrack. Great editing. Love it to death. And wasn't that Dave Bedford in one of the shots ( 'No' - Perry Mason)?"
So there we have it - the left brain's up for the Electoral Commission. The right brain's gobbing over Baileys. But they both agree VW and 118 118 are the winners.
That result is a two-brainer.
THE NUMBER 118 118
Project: Second call
Client: Alex Lewis, marketing director
Brief: Communicate the service benefits of 118 118, such as unlimited
numbers, nearest category search and cinema listings
Writer: Dan Fisher
Art director: Mark Nicolson
Director: Jim Hosking
Production company: Partizan
Exposure: National TV
Project: BT global services
Client: Danny Garrey, director of marketing
Brief: Get BT recognised as a major international player in the ICT
Writer: Mike Sutherland
Art director: Antony Nelson
Typographer: James Townsend
Photographers: Jenny Gage and Tom Betterton
Exposure: National posters and print
Project: Golf - a day in the life
Client: Catherine Woolfe, communications manager, small cars
Brief: Communicate that the new VW Golf has arrived and is a result of
30 years of development and evolution
Agency: DDB London
Writer: Patrick McClelland
Art director: Grant Parker
Director: Chris Palmer
Production company: Gorgeous
Exposure: National and satellite TV and cinema
ELECTORAL COMMISSION/COI COMMUNICATIONS
Project: Elections 10 June 2004
Client: Becky Lloyd, campaigns manager
Brief: Re-engage people in politics by showing its relevance to their
Agency: St Luke's
Writer: Alistair Campbell
Art director: Suzanne Hails
Director: Suzanne Deakin
Production company: Slinky
Exposure: National TV
Client: Anita Robinson, global communications director
Brief: Show that as well as being an intimate, private drink, Baileys is
popular enough to drink in more social, public moments
Agency: Bartle Bogle Hegarty
Writer: Jason Bolton
Art director: Per Kvalaag
Director: Bruno Aveillan
Production company: Quad
Exposure: International TV
Project: Go Ahead
Client: George Wheen, marketing general manager
Brief: Relaunch the brand as the everyday healthier choice of snacks in
the "better for you" market
Writer: Paul Campion
Art director: Tony Smith
Typographer: Paul Beer
Photographer: Nick Meek
Exposure: Women's magazines and weekend supplements