Don't you hate those ads that finish with "There is a better way to (insert product benefit here)" or "There is a simpler way to (slot in tortured USP here.") I just find the format a bit lazy. All you do is think of a silly/wacky/inane analogy, throw a lot of money at production and finish with ... well, you know how they finish. The new ad for Witch finishes with: "There is a gentler way to refresh your skin."
I really want to like the Remington Bikini Trim and Shape print ad. It's obvious that the creative team has made a real effort on a client that has traditionally produced quite dull advertising. And I know the client is extremely excited by this ad, as she offered to send me my very own Remington Bikini Trim and Shape to help me with my review. Sadly, I don't think this ad will trouble the juries. But, on the upside, I was able to trim my special place into the shape of a lightning bolt.
Some of T-Mobile's "What will you start?" films are better than others.
This one features a man who, while on holiday, picture messages his work colleague a shot of someone throwing a Frisbee on the beach. And, as you can imagine, all hell breaks loose back at the office. Implausible? Maybe.
But at least it's fun to watch.
The previous "Be here" campaign for Penguin was one of my favourite poster campaigns of recent years. Not only were the posters creatively brilliant, the "books can transport you" strategy was spot-on. Unfortunately, the new posters aren't quite the bull's-eye of the previous campaign. "Books can make you smarter/make your life more interesting" is nowhere near as motivating a strategy and almost seems flippant by comparison. And the creative is disappointingly inconsistent. Evolution/devolution is easily the best and probably has the greatest chance of getting in the book. "Is everything in your life nice?" is, well, nice. And "er ...", enough said.
I presume Sony's Cyber-shot campaign is the first work from its new agency.
And, at this point, the change of agency seems to be working. Steve Reeve's visuals do a brilliant job to encourage us to go through life looking for photo opportunities. Although, as with most campaigns, some executions are better than others. "Dogman", "balloon" and "leak" are all nicely observed moments with just the right amount of humour. In my view, "statue" doesn't quite make the grade of the others. But that's OK; you only need three to enter a campaign. Dare I say, there may even be a photo opportunity at one of next year's award ceremonies.
Do you think the folks at Honda were just a little bitter about being sued by the makers of Der Lauf der Dinge when they decided not to let the 118 118 "cog" spoof go to air? Come on guys, is it really going to stop people buying a £16,000 car? The entire 118 118 campaign is brilliant.
From the TV, to the print, to the website (the118118experience.com).
And this viral film is easily the best execution yet. Isn't it nice when a campaign just works? Very nice indeed.
Project: Launch of Remington Bikini Trim and Shape
Client: Kay Downs, managing director
Brief: Launch the Bikini Trim and Shape as an essential accessory for
the style-conscious woman
Agency: Grey London
Writer: Jimmy Blom
Art director: J Marlow
Typographer: Andy Dymock
Photographer: Alan Clarke
Exposure: Print, postcards and online
Client: Alex Lewis, brand communications director
Brief: Create a range of viral ads for the relaunch of
Writer: Anson Harris
Art director: Per Kvalvaag
Director: JJ Keith
Production company: HLA
Client: Tracey Follows, international advertising manager
Agency: Saatchi & Saatchi
Writers: Hugh Todd, Sarah Sturgess, Lena Ohlsson
Art directors: Adam Scholes, Sarah Sturgess, Lena Ohlsson
Director: Blue Source
Production company: Blink Productions
Exposure: National TV
Client: David Fowler, brand director
Brief: Reposition the Witch brand as "skin refreshment", giving it a
broader appeal and moving it away from being just a spot treatment for
Agency: Euro RSCG Wnek Gosper
Writer: Phil Forster
Art director: Tim Brookes
Director: Albert Kadagolian
Production company: Joy Films
Exposure: National TV
Project: Penguin brand campaign 2003
Client: Joanna Prior, marketing and publicity director
Brief: Launch Penguin as the champion of the written word
Writer: Jason Fretwell
Art director: Greg Milbourne
Exposure: 96-, 16- and 12-sheet London and south- east posters and
Project: Cyber-shot digital cameras
Client: Tim Kaner, director of marketing communications, Europe
Brief: Demonstrate how Sony's cameras are even better when combined with
your eye for a photo
Writer: Simon Roseblade
Art director: Glenn Gibbins
Director: Steve Reeves
Production company: Another Film Company
Exposure: Pan-European national and satellite TV