PRIVATE VIEW: Mark Wnek, the creative director at Euro RSCG Wnek Gosper

The Depaul Trust is a charity for homeless young people. Its two-minute commercial allows the viewer to interact and choose a variety of different downfalls for a young lad who challenges his abusive stepfather and gets thrown out of the house. The downfalls include becoming a crack addict, getting mugged, getting raped and going to jail. I guess the idea is that by interacting you are drawn more deeply into the problem and are more likely to put your hand in your pocket. An exciting idea, I think.

This commercial is also interesting for Jake Scott's direction. I've tended to find his work - how can I put it? - lacking real heart. But this is intense, faultless, coming-of-age stuff.

In one HSBC commercial, a bride stipulates what she expects of her intended with terrifying yet authentic exactitude in small print at the bottom of the screen, always reserving the right to leave him for Hugh Grant. In another, a seemingly loving son takes over his father's novelty porcelain business secretly revealing, again in said small print, his intention to discontinue the collectable thimble range, and that's just for starters. A good, simple idea and the stories will touch nerves. This campaign is notable also for the first bona fide assault on the ludicrous practice of small print in TV commercials about which something surely must be done soon.

I watched the Boots campaign immediately after the Depaul Trust. In comparison, any jolly retail campaign would lose a little of its shine. The idea is that a couple of girls use a shared holiday to draw our attention to the advantages of Boots. For example, a heavy suitcase falls on comedy Greek man's foot. Girl says: "Sorry, it was buy one get one free in Boots then directs the comedy Greek man's attention to each individual bottle of slap. A gentle improvement on past Boots work, and let's leave it at that.

"Try these Rowntree's Fruit Rush, they're fruity, they're juicy, and they'll guarantee you'll pass those exams, dad says to son struggling over school books. Son takes one, ripple-dissolve to now middle-aged son (with horrid facial pustule) working on grim hamburger stall. VO: "Rowntree's Fruit Rush, they're fruity, they're juicy. What more do you want?! In another, a girl assures her girly pal that eating Rowntree's Fruit Rush will bring back her boyfriend. There's a knock at the door and, oh no, it's the bailiffs. Perversely, you need a very intelligent client/agency to be this spot-on silly.

The Impulse anti-perspirant campaign is nicely illustrated but utterly generic.

Tetley has bumped off its "tea folk and is allegedly losing sales as a result. According to its new end gag (and I use the word gag in the "vomit sense) Tetley now loves us. In the latest press ads it loves us organically, and attempts to prove it with some dry, old-fashioned visual puns. Bereft of personality, they're not my cup of tea.

Project: Boots the Chemist
Client: Louise Righton, head of brand marketing
Brief: Create a hard-working retail campaign which taps into the way
women feel about Boots
Agency: J. Walter Thompson
Writer: Andrew Singleton
Art director: Jono Wardle
Director: Tom Vaughan
Production company: HLA
Exposure: National TV

Project: Impulse Anti-Perspirant
Client: Margarate Jobling, brand director
Brief: Extend the "free your arms" campaign in a more engaging,
cutting-edge direction
Agency: Bartle Bogle Hegarty
Writer: Mark Hunter and Tony McTear
Art director: Mark Hunter and Tony McTear
Typographer: Emily Bennett
Illustrator: Marie Raymonds-Dotter
Exposure: National press poster

Project: Generation game
Client: Jonathan Saverimutti, head of advertising
Brief: Encourage small businesses to conduct an HSBC Small Business
Agency: Lowe
Writer: Sam Cartmell
Art director: Jason Lawes
Director: Paul Goldman
Production company: 2am Films
Exposure: National TV

Project: Rowntree - what more do you want?
Client: Steve Smith, brand managers
Brief: Move away from product- focused ads and toward brand advertising
Agency: Lowe
Writer: Tony Barry
Art director: Damon Collins
Directors: Tommy Kuntz and Mike Maguire
Production company: MJZ
Exposure: National TV

Project: Choices
Client: Dave Redfern, director of fundraising
Brief: Change misconceptions about homelessness among young people
Agency: Publicis
Writers: Damon Troth and Joanna Perry
Art directors: Damon Troth and Joanna Perry
Director: Jake Scott
Production company: RSA Films
Exposure: Granada TV region

Project: Tetley Organic
Client: Ben Anderson, brand manager
Brief: Raise awareness of the launch of Tetley Organic
Agency: D'Arcy
Writer: Steve Wakelam
Art director: Steve Wakelam
Photographer: Jenny van Sommers
Exposure: Monthly consumer magazines

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