PRIVATE VIEW: Tim Delaney, the chief executive of Leagas Delaney

In the interests of objectivity and fair play, often absent in any

critique of advertising by someone in advertising, I will assess this

week's offerings using the methodology I apply every day.

I start with the brief. I look at the campaign objectives, remind myself

of the strategy that I dutifully signed off, and check out the tone of

voice we agreed on. Unfortunately, I know nothing of any of these as

they relate to this week's ads. Never mind, it's still the best

yardstick. So if I misunderstand what the agency thinks it's up to I'll

take my punishment like an adman (blame someone else). To work.

Dr Foster went to Gloucester. Or he became a brand name for a new (or

new to me) service which allows us to vet doctors and surgeons. It

sounds like an amazing idea, long overdue given hospital horror stories

such as Bristol Royal Infirmary (29 children dead and no-one in


So if the objective is to empower me and to encourage me to challenge

and question, then the strategy must surely have been to simply inform

people of the service without scaring them. Unfortunately, the ads look

a little too much like ads, too design-conscious, too addy. Sadly, they

pull their punches. Yet, as I've said, the service is terrific.

Next. Presumably the objective of the National Aids Trust campaign is to

allow those who are HIV positive to lead normal lives rather than suffer

rejection by all those who don't understand the disease. Laudable. The

strategy is to make people think about their prejudices. The ads do make

you think, but if a large part of prejudice is ignorance then some

information would have been useful. Why shouldn't I be worried about

mixing with someone with HIV? The ads didn't tell me, but I think the

audience would like to know.

Nikon's objective is to stand out in a crowded digital camera market and

the strategy is to extend its authority in reflex cameras by owning the

future of photography. Well, that's what I think.

The commercial even had a line about the future of photography. But the

spot is surprisingly conventional. It depicted the footprint of the

first man on the moon. Shouldn't it have been the footprint of the

second, suggesting that when it happens Nikon will be there?

Next. It's winter and out come the sore throat remedies. The objective

of the Strepsils commercial is clear - appropriate the generic; we

understand how your sore throat makes you feel. The solution: metaphor.

Barbed wire, razor edges, sharp objects of any description, resolved

into a smooth day with throat now in good working order. Standard issue

creative work for a brand that probably doesn't have to do much more

than be around at this time of year. Still, another opportunity


Virgin Mobile's goals are clear and the strategy equally so. No-one is

attempting to strike up a real relationship with the people who are most

addicted to mobiles - the young. The commercials are wacky and brave for

that. All they lack is a little original humour. But the brand has

staked out its ground and if I don't want the same phone service as my

large uncle then Virgin is now my natural choice.

Lastly. Coco de Mer erotic shops. Objective: notoriety. Strategy: tell

it like it is. The posters show various ordinary folk inflagrante

delecto (for the rest of us, people in the middle of doing it). No

products, wisely perhaps; don't want to frighten the horses.

And yet the photographs leave me a little cold. Maybe sex isn't


Maybe, stripped of its aura of naughtiness and glamour, sex is, to quote

the song, "two fat people, click, click, click". I think the shops sound

like a terrific idea without having the foggiest idea of what I would

find in one. A possible problem. The ads will gain attention, but can I

go into the shop without a mac on? What am I looking for? How am I going

to conceal it walking out? Objectives and strategy. They're in



Project: Coco de Mer launch

Clients: Samantha Roddick, owner; Adae-Elena Amats, owner

Brief: Communicate the store to a broad audience and aim to show the

creative and sensual side of the erotic

Agency: Saatchi & Saatchi

Writers: Hugh Todd and Anna Toosey

Art directors: Adam Scholes and Michael Long

Photographers: Frank Budgen and Giblin & James

Exposure: National posters and press


Project: Strepsils

Client: Tricia Pedlar, head of category marketing

Brief: Update Strepsils' distinctive advertising

Agency: McCann-Erickson

Writer: Mike Lawrence

Art director: Andy McAdie

Director: David Parvin

Production company: The Animation Partnership

Exposure: Global TV


Project: See red, then see Virgin Mobile

Client: James Kydd, brand director

Brief: Build awareness of Virgin Mobile values to 16- to 24-year-olds

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: Pip Bishop

Art director: Chris Hodgkiss

Director: Ed Sayers

Production company: Godman

Exposure: National TV


Project: "Here today"

Client: Jeremy Gilbert, marketing manager

Brief: You'll feel confident about digital photography with a Nikon

Digital in your hand

Agency: BMP DDB

Writer: Tim Charlesworth

Art director: Michael Kaplan

Photographers: Nadav Kander, Anderson & Lowe and David Modell

Production company: Framestore

Exposure: National TV


Project: Sunday Times Health supplement

Client: Tim Kelsey, chief executive

Brief: Introduce the Dr Foster website and invite trial

Agency: Spirit

Photographer: Kitty McCorry

Exposure: Sunday Times Health supplement


Project: World Aids Day campaign

Client: Keith Winestein, campaigns development manager

Brief: Raise awareness of the prejudice and stigma that exists toward

people living with HIV

Agency: Saatchi & Saatchi

Writers: Mike Campbell and Andrew Fisher

Art directors: Colin Jones and Dave Askwith

Director: Dan Nathan

Production company: Serious Pictures

Exposure: MTV

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