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.
GLAXOSMITHKLINE
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
SKY
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
Dickens
Director: Alan Coulter
Production company: Hungry Man
Exposure: National TV
SMIRNOFF ICE
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
INFORMATION COMMISSIONER
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
Laird
Typographer: Rob Scott
Photographer: Matt Wright
Exposure: National and specialist press
AIWA
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
Longley
Art directors: Sean Thompson, Michael Russoff, Sophie Lewis and Nicholla
Longley
Illustrator: Dingus Hussey
Animator: Nguyen Townsend-Paley
Production company: W+K Entertainment
Exposure: MTV Europe and five
VOLKSWAGEN UK
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
