Co-executive creative director, Anomaly London
Women never want to have sex with me when I’m drunk. The problem is that I need booze in order to talk to a woman for sex purposes. My only hope is that she is also drunk. It then becomes a question of who is more drunk. If it’s her and I can keep my confidence-to-consumption ratio just right… then… Well, I’m in with a shot. A very small shot. My point is: booze and sex are inextricably linked. The Heineken (1) ad is the first time I’ve seen this topic straddled. The message is simple – a bunch of hot women are telling us blokes that we’re unattractive when we’re pissed. What I really want to see here are pissed-up blokes making twats out of themselves in front of hot women. I want to see girls waking up in the night to find their partner pissing in a laundry basket while asleep. I want to see a lad with mayonnaise all over his chin banging on the glass of a KFC and howling at a hot girl walking past on the street. I want to see all the things that a client would (quite rightly) never sign off. I want to see all the things that would get this ad banned in an instant. I still love the idea, though. In a world where we’re not allowed to show "sexual success" through alcohol, Heineken has managed to make an ad that says: "Drink Heineken – get laid." It’s like a Lynx ad.
Speaking of which (hahahahahaha!) – on to Lynx (2)! It has made a fresh start. It’s not about getting laid any more. It’s about being the best version of yourself you can be, rather than trying to be something you’re not. Got a big nose? Make it a feature. In a wheelchair? Breakdance in it. Enormous cyst on your face? Put some glitter on it. I like it because it’s genuinely good advice. We all love people who are just happy to be themselves. Male confidence is a huge area for Lynx to get into. I think the agency has struck gold and I reckon there’s going to be decades of smart, funny, inspiring, thought-provoking and true work coming out of this perfect thought for the brand. LOVE IT.
Fire Kills (4). Nobody should ever have to smell their own flesh burning; however, 322 people a year die in house fires because they didn’t check their smoke alarms. How are we going to change this? It’s an incredible brief – one that will require an exceptional piece of persuasion. The solution presented here is a poster of a talking smoke alarm with the line: "Hey Iain. Your mum loves your weekly visits – especially the cake! Press my button before you make her tea please."
The London Pride (5) work is a bottle of ale that changes "January Sale" into "January Ale". There are three executions. Each time, a bottle of ale changes "January Sale" into "January Ale".
Finally, it’s an absolute belter of an endline for Amazon (3). The ads are perfectly put together but it’s the endline that’s the magic bit: "Thought it. Bought it." For me, that’s an all-time classic. I hope they stick with it for years. They should, as it fits perfectly with Amazon’s mission to get delivery times down to nanoseconds. I was saying just the other night that I could fully imagine a time when I will literally think about buying something and a message will be sent to Amazon biologically via a transmission device inserted in my anus. And with chat-up lines like that, you can see why I need a woman to be very, very drunk in order to consider sleeping with me.
Founder and editor, Speade
Wow, my own Private View: a real honour and challenge – how to keep one’s end up in the esteemed company of the likes of Adam Kean and Gerry Moira, the PG Wodehouse of Campaign?
So, here goes – some notes from the cutting-room floor; a worm’s eye view, as it were.
Editors, as my esteemed editing chum Mark Edinoff once remarked, are like midwives. We are not present at the initial gleam in the eye of the planners and the client, nor the frenzied rutting between the creatives and the director; but we sure as hell are present nine months later for the shouty, sweaty bit when, scrubs on and masks up, we are assisting at the delivery of a healthy bouncing new commercial.
So, advert – from the Latin "to turn towards". Which one of this week’s offerings snags our attention, stops us as we stride down the street and makes us notice them?
First up is a plea for drinking in moderation from Heineken (1). Beautifully directed and crafted. A treat for the eye and probably the only commercial I can think of to show the hero actually refusing to interact with the product. This one feels, from the meticulous direction, choreography and pacing, as though it probably popped out without too much effort. Although I’m not sure the "Sex And The City" glamour is quite going to cut it in London and I could have done with the comedy counter being dialled up one more notch and seeing just a little more of the drunken men.
Next, Lynx (2). Having a wonderful teenage son, I’m well-aware of the "potency" of this product – its benefits are often apparent from the other end of the house. The brief here is to try to up the age range a bit. This spot perfectly zones in on the individuality that hopefully young men acquire as they move on from those "difficult" teenage years (the bit they never warn you about in the delivery room). Mission accomplished – a healthy, bouncing 8½lb boy of a commercial yelling its lungs out. Not only beautiful to look at but witty too – just like my son! But I would say that, wouldn’t I?
Then on to the two press ads. Not my part of the jungle but both seem to fulfil the brief of making me turn towards them and think about what I’m being told. The use of comedy in a fire-safety context for Fire Kills (4) is a nice change from the usual scenes of smouldering carnage, which maybe we have become a little immune to of late. The boldness of the London Pride (5) execution certainly makes me stop and give it more than a second of my time. A sly juxtaposition of the hell of shopping and the quieter joy of beer well-earned.
And, finally, speaking of delivery, there’s Amazon (3). It’s a girl! A rather fine one too. A simple misdirect; great casting, great comedy and music – it made me burst out laughing. Especially the sheer absurdity of the fat man on the floor. Love everything about this one, but mostly its sheer minimalism. From the lovely "come on" from the fat man to the simple jump-cut to the turkey, it’s a bold and confident job of direction from a director proving worthy of the title, as in: "OK, ladies and gentlemen, the idea lies in this direction – let’s go get it!"
So, all in all, a very bonny selection this week – produced, I would imagine, without too much pulling on the rope. Mind you, when you are sitting there three months down the line, bouncing them on your knee, you do forget the sweaty, shouty bit.