PRIVATE VIEW: Paul Briginshaw, the joint creative director of Miles Calcraft Briginshaw Duffy

Suntan fading fast? The "R" word creeping in to conversations?

Starting to ask yourself life's really big question: "Have I got

anything to enter for the awards yet?"

If that all sounds familiar, so does the latest Smirnoff campaign

(remember "If Carlsberg did holidays they'd probably be the best in the

world"). I didn't rate this idea first time round and despite some brave

attempts at visual wit in the posters the thought is tortuous. Not a

patch on Lowe's "looking through the bottle" campaign.

Three print ads sponsored by the Flowers & Plants Association are trying

to get women to buy their own flowers instead of waiting for their other

halves to get round to it. This is a brilliant idea for us blokes and I

wish them every success. Presumably the lady in question gets to write

her own message too. That's what I call girl power. I can see this

approach working for chocolates, weekend breaks and chick flick


Those little monkeys at Mother have come up with a little monkey to help

explain ITV Digital's offer. Monkey is clearly related to two other

knitted characters, Harvey and Hibby, from the late lamented Harvey

Nichols' campaign, but probably destined to be more famous. You can't

help but like him because he is so human (an odd thing to say about a

ball of wool with a hand stuck up the middle). Monkey and his noisy

friend, Al, show us how to get the most out of ITV Digital in an

engaging way. Monkey and the product are the heroes, poor Al doesn't

stand a chance.

Gap has done some more singing and dancing commercials for its adult

denim range. I've spotted Juliette Lewis (Natural Born Killers and Cape

Fear) dancing to a Daft Punk track in one of them. Maybe I'm being daft

but I can't name the other Americans in the rest of the spots. It

doesn't matter, because they're quite watchable.

I know an American who pronounces Worcester sauce "Woister sauce". It

was always called Lea & Perrins in our house and my father couldn't get

enough of it on his steak. In two new commercials we see how a bottle of

the sauce is accidentally knocked into a pan of spaghetti bolognese and

on to some cheese on toast. They're classically shot and it's not a bad

way to show how a product that's been around since 800BC can be used in

a new way. The only time I use it is in a Bloody Mary after a night on a

different sauce.

Carling has raided Hollywood to do an entertaining Castaway pastiche

where a Tom Hanks un-lookalike is washed ashore with a fridge full of

lager. One problem, there's no electricity to cool the stuff down. Our

castaway cleverly enlists the help of a crab to construct and run a kind

of dynamo out of plane wreckage. This generates electricity to cool the

fridge. It looks a lot better than the original, is thankfully several

thousand times shorter, and strangely for an advertisement, has less

product placement than the movie. Ungratefully the castaway eats the

helpful crab while he swigs his chilled Carling.

He wouldn't have done that if it had been made of wool.


Project: ITV Digital

Clients: Alison Victory, head of advertising; Jeremy Dale, director of


Brief: Cut through the confusion of the digital TV marketplace and

position the brand as the consumer-friendly, better way to watch TV

Agency: Mother

Writer: Mother

Art director: Mother

Director: Garth Jennings

Production company: Hammer & Tongs

Exposure: National TV


Project: Smirnoff Red

Client: Pamela Bower-Nye, brand director

Brief: Create advertising that people want to drink up

Agency: J. Walter Thompson

Writer: Bruce Menzie

Art director: Simon Brotherson

Typographer: Nick Taylor

Photographers: Nadav Kander and Tim Brett Day

Exposure: National 48-sheets


Project: Gap

Client: Peter Hempel, executive vice-president, marketing

Brief: Present the Fall season

Agency: Modernista!

Writer: Brian Hughes

Art director: Anthony Sperduti

Director: n/s

Production company: HSI Productions

Exposure: TV in US, Canada, Japan, Great Britain, Germany and France


Project: Flowers & Plants Association

Clients: Veronica Richardson, chief executive; Marlies van Echteld,

marketing communications manager

Brief: Encourage more women to buy flowers for themselves

Agency: Fallon

Writers: Ros Sinclair and Sean Thompson

Art director: Richard Flintham

Typographer: James Townsend

Photographer: Tierney Gearon

Exposure: London 48-sheet posters and selected press


Project: Lea & Perrins' Worcestershire sauce

Client: Eleanor Ashfield, group product manager

Brief: Show how Lea & Perrins transforms the ordinary into something


Agency: Mustoe Merriman Levy

Writer: Mark Prime

Art director: Lee Hanson

Director: Lucy Blackstad

Production company: Brave Films

Exposure: National TV


Project: Carling

Client: Kevin Wallace, marketing director

Brief: Demonstrate how the unique appeal of Carling brings out the real

Brit in you

Agency: The Leith Agency

Writers: Chris Landy and Lee Hempstock

Art directors: Chris Landy and Lee Hempstock

Director: Colin Gregg

Production company: Stark Films

Exposure: National TV and cinema

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