PRIVATE VIEW: Mark Roalfe is the executive creative director at Rainey Kelly Campbell Roalfe/Y&R

OK, I might as well be honest with you straight away. Robert should have been writing this. But he went off to Paris with his new girlie this weekend. So you got lumbered with me.

First out of the bag is the new campaign for the Volkswagen Passat. I can feel this going wrong already. I'm not particularly fond of this VW execution, but no-one ever criticises VW work.

In this execution, we see a bunch of bank robbers come bounding out of a bank, jump into the getaway car that, of course, is a new Passat. Which is then driven away at a pace that would make your grandmother proud.

Finally, up comes the line: "The beautifully crafted Passat. You'll want to keep it that way." I think my problem is when VW first started using this formula, it was fresh. Now everyone is at it. It may be time to find a new formula.

Next we have the new ad for Lucozade. Here Lucozade drops its sporting heritage and takes on the likes of Red Bull.

Now this is trying to be one of those "yoof" ads. In it, we see a DJ whose concentration (which is a little brown furry creature) escapes from the top of his head and runs amok in the disco.

The point being if you drink Lucozade it'll stop your concentration from wandering. Now I'm sure neither the team nor anyone concerned with this has never seen that rather good campaign from the States, where the chap's knowledge was a little brown furry creature. They ought to take a look, it was rather charming.

The new campaign for the Sky Plus box doesn't try to be anything else other than populist. It stands out in this week's selection by not trying to be quirky and edgy but by being populist. Which I'm sure will make it deeply unfashionable. It uses odd couples such as Alice Cooper and Ronnie Corbett, or Noddy Holder and Simon Callow. We see them all making sure they don't miss their favourite programmes thanks to Sky's new box.

The scripts maybe could have been a touch funnier. But there you have it, from the agency that pioneered quirky, edgy advertising, something new. Populist advertising.

The new campaign for Smirnoff Ice is another one of those "yoof" campaigns.

It uses the line "lyriquid perfection" and some rather dodgy youth headlines that are peppered with words such as Pasha. Look, I'm sure this all ticks every youth box ever invented. And I'm sure the team will say I'm too old to see its greatness. But having looked at it carefully, I think I can still recognise rubbish through my bifocals.

The ads for the Information Commissioner tell us we have the right to check and correct any information that's held on us. The visual device is really strong and simple. Not that there's anything wrong with that.

It's just that, in the end, the ads ended up, well, just a bit informational.

I've been leaving the Aiwa campaign till last, mainly because I can't think of what on earth to say about it. A bunch of cartoon faces saying the word Aiwa, and then some dancing stereos. Still can't think what to say. Sorry.


Project: Lucozade Energy

Client: Rachel Harris, group brand manager

Brief: Broaden the perception of Lucozade Energy from a purely

physical-needs drink to encompass brain and body energy requirements

Agency: Ogilvy & Mather

Writers: Sue Higgs and Vicky Maguire

Art directors: Sue Higgs and Vicky Maguire

Director: Jim Hosking

Production company: Partizan

Exposure: National TV


Project: Sky Plus

Client: Charles Ponsonby, marketing director

Brief: Communicate that Sky Plus is like having your own TV channel

Agency: HHCL/Red Cell

Creative team: Steve Henry, Jonathan Burley, Andrew Lloyd-Jones and Mark


Director: Alan Coulter

Production company: Hungry Man

Exposure: National TV


Project: Lyriquid perfection

Client: Phillip Gladman, brand director

Brief: Make Smirnoff Ice appealing to 18- to 24-year-old blokes in an

up-to-date way

Agency: J. Walter Thompson

Writers: Serge Pennings and Steve Clarke

Art directors: Serge Pennings and Steve Clarke

Typographer: Luke Lobley

Photographer: n/s

Exposure: National posters


Project: Right of access

Client: Helen Corkery, marketing and communications director

Brief: Communicate people's right to access their personal information

and if it is wrong correct it

Agency: BDH\TBWA

Creative team: Danny Brooke-Taylor, Gary Hulme, Chris Lear and Doug


Typographer: Rob Scott

Photographer: Matt Wright

Exposure: National and specialist press


Project: Aiwa Sonics

Client: Phil Boas, senior manager, marketing communications

Brief: Introduce the new Aiwa brand

Agency: Wieden & Kennedy

Writers: Sean Thompson, Michael Russoff, Sophie Lewis and Nicholla


Art directors: Sean Thompson, Michael Russoff, Sophie Lewis and Nicholla


Illustrator: Dingus Hussey

Animator: Nguyen Townsend-Paley

Production company: W+K Entertainment

Exposure: MTV Europe and five


Project: Getaway driver

Client: Alan Doyle, communications manager, big cars

Brief: The beautifully crafted Passat. You'll want to keep it that way

Agency: BMP DDB

Writers: Jeremy Craigen and Ewan Paterson

Art directors: Jeremy Craigen and Ewan Paterson

Director: Dominic Murphy

Production company: Partizan

Exposure: National and satellite TV

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