Salut posters show some unappetising shots of the cheese under some equally cheesy headlines in Franglais. A bit whiffy for my taste.
Of course, the masters of the cheesy pun were the writers of the Carry On films.
They even put them in the backgrounds of shots. I remember a Parisian road sign that read Rue de Remarques in the film about the French revolution.
They were also masters of political incorrectness. The Equal Opportunities Commission campaign pastiches the film posters very accurately, but for me this approach doesn't work as well in print as in radio - somehow it undermines the importance of the issues. I really liked the radio ads spoofing stack 'em high sell 'em cheap ads ("female graduates at unbeatable prices"). They had more bite.
Four very well put together ads for The Army recruitment show potential recruits what it's like learning a trade in uniform. The endline is good - "Not your basic training" - and they make The Army seem a very modern place to be. Perhaps not as challenging as the previous "be the best" campaign, but they should work despite the current uncertainty about where a job in The Army might take you.
Next, a surreal, intriguing and very watchable cinema commercial for the Spanish beer San Miguel. What else would you expect if you team Pedro Souter with Senor Carty? The hero, distracted by a group of sirens, crashes his bike and loses his bottle of beer to a minator (happens every day). We follow the bottle through the hands of various Andalucian carnival characters until a dog returns it to our hero, who has now pulled all four sirens. It's well shot and styled with a great track.
The Vauxhall Corsa is putting the fun back into driving according to the strapline. The ad certainly delivers that. In a kind of Nike "tag" for cars, we see a game of hide and seek enacted by a dozen Corsas. As a black car puts its bumper to a wall and counts to a hundred, the rest find hiding places in skips, lifts, under table cloths and even under water (check the anti-corrosion guarantee). Another well shot and entertaining spot that gives the car bags of personality.
I always get work from Mother to review. I'm not complaining. The UK Gold campaign shows people mimicking everyday folk who look like characters from comedy shows. Very funny, very fresh. Bastards.
Now for the bit of blurb at the end that relates back to the beginning.
Project: Port Salut
Clients: Jean-Noel Darniche, group product manager; Vicky Whitlock,
Brief: Win a share of the growing speciality cheese segment
Agency: Saatchi & Saatchi
Writer: Howard Fretton
Art director: Mike Sands
Typographer: Roger Kennedy
Photographer: David Loftus
Exposure: Women's press and magazines
EQUAL OPPORTUNITIES COMMISSION
Project: Carry On
Client: Sarah Wootton, head of communications
Brief: Make people aware that the law is on your side if you have been
subjected to some form of sexual discrimination
Writer: Michael Murray
Art director: Jason Hill
Typographer: Rob Scott
Illustrator: John Mac
Exposure: National and consumer press
Project: San, sea and ...
Client: Andrew Carter, beer and cider marketing controller
Brief: Demonstrate San Miguel as being at the heart of all things
Agency: Abbott Mead Vickers BBDO
Writer: Peter Souter
Art director: Peter Souter
Director: Tom Carty
Production company: Gorgeous
Exposure: National cinema
Project: Hide and seek
Client: Patrick Dunster, marketing communications manager
Brief: Drive consideration of Vauxhall Corsa
Agency: Delaney Lund Knox Warren & Partners
Writer: Keith Bickel
Art director: Carlos Anuncibay
Director: Frederic Planchon
Production company: Academy
Exposure: National TV and cinema
THE ARMY/COI COMMUNICATIONS
Project: Army recruitment
Client: Mark Bainbridge, head of recruit marketing
Brief: Generate 70,000 telephone responses to meet target of 15,000
soldier recruits and 1,000 officer recruits
Writer: Ben Carey
Art director: Henrik Delehag
Director: Antony Easton
Production company: Spectre
Exposure: National TV
Project: Comedy about us
Client: Carey Wakefield, marketing director, UK TV
Brief: UK Gold shows the best of British comedy
Art director: Mother
Director: Cris Mudge
Production company: Mustard
Exposure: National TV