PRIVATE VIEW: Leon Jaume, the executive creative director of WCRS

This week, let's consider theft, or, as we advertising people

prefer to put it, homage. Actually, first, let's reclaim the word homage

from the screaming camp of "ommarj". Who came up with that? And does he

call the office "loffease"? Look, it's homage, OK? With an aitch at the

front and an idge at the back. Anything else is just bolleux. But I

digress, as usual.



Not only is stealing not a crime in advertising, it is, as we know, an

admired skill. No-one denies that Holsten lifted Dead Men Don't Wear

Plaid, that Hamlet took an existing TV sketch, actor and all, to make

"photo booth", or that Flat Eric was already shot before the creative

team had written the scripts. The agencies revel in their finds on the

basis that all three made memorable, brilliant and effective

advertising. So, does it matter?



I only ask because this week's batch uses more lifts than Tom Cruise's

cobbler, yet they're all the right side of the line denoting a

professional job. And a couple of them are well above that.



Cinema Paradiso helps out UK Online for Business, which projects on to

buildings the giant figures £14 billion to remind companies that

this is what the UK spends over the web, and that they should get their

slice. It's simple, well executed and should work.



Microsoft uses Crouching Tiger, Hidden Dragon's wire-flying antics to

bring to life its endline: "You soar." It's pleasant enough, but the

magic of beautiful Chinese women swishing through mythical tree tops

doesn't survive its reincarnation as the bloke from accounts sailing

over the filing cabinet.



Mitchum deodorant is either a clever piece of postmodern marketing that

has produced a deliberately dodgy looking product, or the creative team

making the best of a bad job. Either way, they've gone for Ronseal's

"Does exactly what it says on the tin" with a bit of old VW Beetle's

"It's ugly but it gets you there". And, if you can be bothered to read

the copy, it's wittily done.



Carphone Warehouse has concocted a real Irish stew of advertising

standbys.



We've got the product with little arms and legs, the pastiche love

affair and the "Should have gone to Radio Rentals/Carphone Warehouse"

theme. But as its stated aim is to be liked, not original, it probably

succeeds.



Malibu takes us back to that familiar place, ad-Caribbean. Somewhere it

appears to have no business visiting, with its Californian name and a

product that is probably made by a computer in a giant, aluminium vat

near Acton. Yet there it is, daring to play with the cliche of relaxed,

backward natives by imagining them behaving like stressed Westerners.

Dubious racial stereotyping? Not the way it's done it. Spurious though

the product link may be, Malibu has made this into an increasingly

strong, and very funny, campaign with inspired casting and

performances.



By contrast, an ad so grim I was reluctant to play it twice. It's for

the charity, Womankind, and states that one woman in four is abused in

Britain. It shows a man walking along a street counting women. When he

reaches the fourth, he attacks her. It ends with him arriving home,

having already counted to three, to ram home the point that most

violence happens behind closed doors.



I know it's a "charity ad", but it's unforgettable. And original. And,

while all of today's bunch will probably work, let's heap a bit more

praise on something new. Might I suggest the rugby union scoring system?

That way, Blackcurrant Tango would get five points for a try, "photo

booth" two points for a conversion.



GUINNESS UDV

Project: Malibu "melons"

Client: Ed Pilkington, global brand director

Brief: Build on the existing campaign to create a strong emotional bond

between brand and consumers

Agency: J. Walter Thompson

Writer: Paul White

Art director: Trevor de Silva

Director: Traktor

Production company: Partizan

Exposure: National TV and cinema

WOMANKIND

Project: Womankind white ribbon day, 25 November

Client: Maggie Baxter, executive director

Brief: Violence against women is an issue that needs to be brought out

into the open

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: Mike Boles

Art director: Jerry Hollens

Director: Kevin Thomas

Production company: Thomas Thomas

Exposure: Cinema (London)

REVLON UK

Project: Mitchum

Clients: Ian McCarthy, group product manager; Charlotte Gravell, brand

manager

Brief: Communicate that no other deodorant is as effective as Mitchum

Agency: Wieden & Kennedy London

Writer: Richard Russell

Art director: Richard Hooker

Typographer/designer: Richard Hooker

Photographer: Lesley Davies-Evans

Exposure: National press, adrails and washrooms

MICROSOFT

Project: Launch of Windows XP

Client: Oliver Roll, director of marketing, UK

Brief: New product launch of Windows XP

Agency: McCann-Erickson San Francisco

Writer: Dante Lombardi

Art director: Walt Connelly

Director: Kinka Usher

Production company: House of Usher

Exposure: Global TV

COI COMMUNICATIONS

Project: UK Online for Business

Client: Liz Tootill, marketing manager

Brief: Generate awareness among all business organisations that UK

Online for Business is promoting e-commerce in the UK

Agency: Publicis

Writer: Noel Sharman

Art director: Stephen Glenn

Director: Howard Greenhalgh

Production company: Godman

Exposure: National TV

CARPHONE WAREHOUSE

Project: Carphone Warehouse

Client: Tristia Clarke, head of communications

Brief: The same phone bought from the Carphone Warehouse has more going

for it

Agency: Clemmow Hornby Inge

Writer: Charles Inge

Art director: Charles Inge

Director: Marc Charach

Production company: HLA

Exposure: National TV