PRIVATE VIEW: Robert Campbell, Rainey Kelly Campbell Roalfe/Y&R

I've always been a big fan of the Orange campaign. To me it represents what most clients want and few clients get. A big distinctive, truly multimedia, brand idea. The brand name, the design, the tone of voice, the endline: "The future's bright, the future's Orange." Together they all conspire to create a unique language that could only be for one brand. Whenever I see a piece of Orange communication, I know exactly who it's for, and what the brand stands for. That having been said, I'm not wild about this new ad for Orange telemessaging. Somehow it's just not as "Orangey" as previous work. Not a classic.

, Harrods. I often wonder if they just press a button at the agency and another Harrods campaign prints itself out. These ads, like all Harrods ads, are always different yet always the same. And I mean that as a compliment. Beautifully crafted. Beautifully written. And, like Orange (most of the time), beautifully consistent.

Yellow Pages. This might not be a popular point of view. I'm beginning to tire of this campaign. How many visual gags about dating agencies, family planning and earth-moving equipment (fnaw fnaw) does the world need? Why not try dialogue instead? Yellow Pages' finest moment was a dialogue commercial. Why is dialogue so unpopular these days? Is it because we've become a totally visually driven society? Or is the ghastly truth that advertising creatives just don't know how to write the stuff any more?

I saw this poster for Reebok Strikezone boots (I assume they're football boots) flyposted on a wall. It looked good. Not a work of genius, but simple, strong and street. For years I've been fiercely brand loyal to Nike. Mainly on the strength of their advertising. But I worry that I, and they, are becoming passe. Perhaps the time has come to invest in a pair of right-up-to-the-minute Reeboks. "You're too old," I hear you cry. But you know what the best thing about getting old is? The older you get, the less you give a shit.

Speaking of which, behind this Carex ad lies a deeply odious strategy.

Namely, to humiliate men who can't be bothered to wash their hands after they've been to the lavatory. The ad relies on two little animated soapy spokesmen and their "comedy" dialogue. God, I wish I'd never made the point about dialogue now. The endline is: "Are you a washer or a walker?" I guess that originally the endline concluded in another word that begins with "w". But mercifully, the BACC put its foot down. Now wash your hands.

Finally this Hyundai commercial. It feels as though it was written by a mathematician, not a copywriter. The structure is too complex for my taste. But nonetheless it manages to make the point that every Hyundai now comes with a five-year warranty. But for me the ad is totally, and I mean totally, rescued by the choice of soundtrack. I'm Sticking With You by the Velvet Underground. It's a great trick putting a Lou Reed song on a commercial. Venus in Furs on Dunlop. Walk on the Wild Side on Kick It. Perfect Day on Perfect Day. That's three Pencils already. Lou, if you ever want a job in advertising, just give me a call.


Project: Reebok Strikezone

Client: Michael Price, marketing director

Brief: Communicate the innovative technology of the Reebok Strikezone

boot's concealed lacing unit

Agency: Lowe Writer: Ken Taylor

Art director: Gavin McDonald

Typographer: Marc Donaldson

Photographer: Tim Simmons

Exposure: Lifestyle magazines and posters


Project: Yell "Think"

Client: John Hayward, head of consumer communications

Brief: Raise awareness of Yellow Pages and

Agency: Abbott Mead Vickers BBDO

Writer: Jeremy Carr

Art director: Jeremy Carr

Director: Ben Sedley

Production company: Garretts

Exposure: National TV


Project: Hyundai five-year warranty

Clients: Jonathan Spence, marketing director; Paul Sugden, brand

communications manager

Brief: Announce the UK's first five-year warranty

Agency: Leagas Delaney

Writer: Ben Tollett

Art director: Emer Stamp

Director: Anthea Benton

Production company: Partizan

Exposure: National TV


Project: "Washer or walker"

Client: Jane Keenan, senior brand manager

Brief: Use the Carex Squirts characters to get the nation to think about

washing their hands

Agency: BDH/TBWA

Writer: Michael Murray

Art director: Jason Hill

Director: Graham Rose

Production company: Rose Hackney Barber

Exposure: National TV


Project: Harrods brand campaign

Client: Kim Pattie, director of advertising and sales

Brief: Promote key zones within Harrods

Agency: Leagas Delaney

Writer: Ben Tollett

Art director: Emer Stamp

Designer: Bertrand Fleuret

Photographer: Robert Wyatt

Exposure: National print


Project: Photo-messaging from Orange

Client: Sally Jones, advertising manager

Brief: Excite people about Orange using photo-messaging to demonstrate

that Orange is an innovative brand

Agency: Lowe

Writer: Brian Turner

Art director: Micky Tudor

Director: Tarsem

Production company:

Exposure: Cinema, satellite and national TV

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