PRIVATE VIEW: Nik Studzinski, the executive creative director at Publicis

The review of Spinal Tap's now legendary album Shark Sandwich was simply two words: "Shit Sandwich." Criticism doesn't get much more succinct or to the point than that. (Or admittedly, less constructive.) But sometimes it's good to react instinctively, about whatever it is you're looking at or listening to. Art, music, films. Even advertising. Sometimes, we're so busy analysing the detail (unlike the consumer) that we forget to ask the most important question of all: "Do I like it?"

First up is Royal Navy. Some high-drama ads that show the pivotal role that members of Her Majesty's finest play in world politics. Do I like it? Yes. Exciting, watchable stuff. It's good.

Next, Harveys furniture store. I like these too. They make me laugh. It's classic "keeping up with the Joneses" stuff. Well written. Well cast. Well shot. Even the obligatory store shot is handled with care.

Nurofen. Nice photography. But they leave me feeling a bit numb. Three posters but only one ad.

Woolworths offers a seasonal feast of all things ghoulish. A shopping list ad treated with the usual Bartle Bogle Hegarty flair. Stylishly shot and a great soundtrack to boot (it had to be Ghost Town by The Specials). Again, I like it. (But it doesn't scare me.)

Coca-Cola treats us to a journey through time using the latest in computer animation (they're good at that, aren't they?). Coke bottles as tourists on a London bus? I like it. These appear on a site in Piccadilly Circus and I'm sure I'll like them even more when I see them there.

Finally, Quality Street. And an opportunity to be even more succinct than "Shit Sandwich". My one-word review? Quality.


Project: "Gunner" and "medic"

Client: Commodore Jerry Thwaites, director of naval recruiting

Brief: The Royal Navy - be part of something big

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: Brian Cooper

Art director: Jason Stewart

Director: Steve Reeves

Production company: Another Film Company

Exposure: National TV


Project: "Keeping up with the Joneses"

Client: David Rich, head of marketing

Brief: Establish Harveys as a furniture and furnishings brand that

people want to boast about buying into

Agency: Soul

Writer: Mike Oughton

Art director: Cameron Short

Director: Steve Reeves

Production company: Another Film Company

Exposure: National and satellite TV


Project: Historical posters, London life

Client: n/s

Brief: n/s

Agency: Vallance Carruthers Coleman Priest

Writers: Mark Orbine, Steve Vranakis, John McLaughlin

Art directors: Mark Orbine, Steve Vranakis, John McLaughlin

Directors: Arthur Cox (historical posters), Russell Appleford (London


Production company: Th1ng

Exposure: Digital billboard at Piccadilly Circus


Project: Nurofen

Client: Sarah Wood, marketing manager

Brief: Encourage reappraisal of the brand

Agency: McCann-Erickson

Writer: Marc Bennett

Art director: Marc Bennett

Typographer: Gary Todd

Photographer: Dan Holdsworth

Exposure: Megasites, 96-sheet and 48-sheet poster sites


Project: Quality Street Big Favourite

Client: Steve Jack, brand manager

Brief: Announce the arrival of the big Quality Street sweets in store at

this time of year

Agency: Lowe

Writer: Ed Morris

Art director: Ed Morris

Typographer: Neil Craddock

Photographer: Dave Stewart

Exposure: National posters


Project: Halloween

Client: Mark Trinder, head of brand communications

Brief: Highlight the fun to be had at Woolworths during Halloween

Agency: Bartle Bogle Hegarty

Writer: Nick Kidney

Art director: Kevin Stark

Director: Chris Mudge

Production company: Mustard London

Exposure: National TV

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