PRIVATE VIEW: Jasper Shelbourne, the executive creative director of J. Walter Thomspon

When your time is up and you're suddenly standing in line waiting

for a chat with St Peter, the chances are those having spent their lives

avariciously pursuing a career in advertising will find ourselves toward

the back of the queue. Among the people standing at the front will be

those that served the Voluntary Service Overseas.



The VSO is looking for people who are interested in a job that comes

with a small salary, a mosquito net and regular power cuts in what is

likely to be a very hot, very poor country. The ads attempt to interact

with their audience using multiple choice questions to find out if

you're the type they're after.



I'm in no way predisposed to knocking a charity as worthwhile as this

one, but it's difficult not to observe that such an outstanding cause

could do with ads that stand out a little more.



My uncle Stewart lives in Redcar. He used to be a postman until he was

hit on the head by a robber with a baseball bat, after which he became a

little bit odd. However, I have to tell you, he's a lot more interesting

than Uncle Ben; which gives him something in common with the new Tilda

Rizazz campaign.



Its approach is to parody those people who bang on endlessly about how

fantastically busy they are, because they think it's impressive. I won't

bother explaining it all to you in minute detail as it's on air at the

moment.



It's easily the freshest thing in its category, it works off an

interesting insight, it's well cast and it's well shot. There are three

of them and these ricicles really are quite nicicles.



Fetzer would like to tell us a little about its approach to wine making.

The message seems to be something along the lines of "we do it the

natural way". Fair enough, but the look of the ads seem somehow to

counter rather than compliment this. Lurid pink, yellow and

orange-looking ads don't seem quite right for a wine - although it does

come from California.



The tough in-your-face type doesn't seem to be the natural choice

either. To summarise, not really my cup of Chardonnay but ultimately

nicer than a chat with Jilly Goolden.



Here's the problem; everyone knows that Radio 2, despite it's history,

is now blindingly good and the same goes for Radio 4, but what about

dear old Radio 3. It's a bit like Thunderbird 3, not really your first

choice, but then you're not as familiar with it as the others.



To address this the agency has enlisted the services of the performance

poet Benjamin Zephaniah, who tells us what you can expect to find. It's

slightly unexpected for this brand, which is an entirely good thing.

It's also one of those films you enjoy more the more you see it. For

what it's worth, I quite liked it.



Miller Light features two American characters involved in blokey

dialogue, sitting at a bar. They feel authentically US and the dialogue

is reasonably snappy. The trouble, I think, here is that they're just a

bit short - I suspect it's one of those occasions where the idea

demanded 30 and 40 seconds but the media plan dictated 20. Nice enough,

but a pint would have been more satisfying than a half.



Having started with St Peter we'll finish with St Luke's. The Clarks

shoes campaign is just excellent. It's based on a human truth; we all

get a bit carried away with new shoes. It's very funny, it's very deftly

shot, there's lots of them and they're all so incredibly simple. If this

doesn't win things the jury should be forcibly enlisted in the VSO.



VOLUNTARY SERVICE OVERSEAS

Project: VSO brand and recruitment

Client: Glyn Williams, head of marketing

Brief: Attract people with a higher propensity to volunteer and guide

them to VSO

Agency: Leonardo

Writers: Wesley Hawes and Rebecca Alford

Art directors: Stuart Button and William Miles

Typographer: Dave Brady

Photographer: Alun Crockford

Exposure: National and specialist press

TILDA RIZAZZ

Project: Tilda Rizazz

Client: Tracy Roberts, brand manager

Brief: Launch two-minute gourmet recipe rice

Agency: St Luke's

Writer: Alistair Campbell

Art director: Suzanne Hails

Director: Maggie Zackheim

Production company: Propaganda Satellite

Exposure: London TV and cinema

CLARKS

Project: Clarks

Client: Rosemary Carr, marketing director

Brief: Remind people of that new shoe feeling

Agency: St Luke's

Writer: Matt Jones

Art director: Vic Polkinghorne

Director: Frank Todaro

Production company: @radical.media

Exposure: TV

BBC

Project: Experiences

Client: Chris Travers, marketing manager

Brief: Radio 3

Agency: Duckworth Finn Grubb Waters

Writer: Brendan Wilkins

Art director: Paul Hancock

Director: Michael Geoghegan

Production company: BBC B&P

Exposure: TV and cinema

MILLER LIGHT

Project: Bar Miller

Client: John Botia, brand director

Brief: Announce the launch of Miller beer by continuing to build on our

US provenence and humour

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: Phil Cockrel

Art director: Graham Storey

Director: Wayne Holloway

Production company: Stark Films

Exposure: Regional TV

FETZER

Project: True to our roots

Client: Simon Legge, marketing director, Europe

Brief: Premium wines born out of the San Francisco attitude to life

Agency: BMP DDB

Writer: Patrick McClelland

Art director: Grant Parker

Typographer: Pete Mould

Photographer: Paul Murphy

Exposure: National press and magazines