PRIVATE VIEW: Tim Mellors, the chairman and executive creative director of Grey Worldwide

If you'd been responsible for the very amusing and cleverly

appropriate "belly's going to get you" campaign for Reebok, would you be

risking bringing on a substitute so early in the game? I don't think so,

but looking at its new ad you'd be wrong.



This time it's getting the couch potato to "escape the sofa" rather than

"beat the belly". The simple but brilliantly effective trick of making

the phrase literal, visualising a pursuing sofa instead of the chasing

belly, makes an entertaining and effective ad.



I particularly like the downbeat casting of the hero. Not for Reebok the

unattainable sculptured physique of Nike, the sporty brilliance of

Adidas. Your man here has little resemblance to athletic power, more

paddy power, with the dissolute looks of Shane McGowan.



From Lowe Lintas to The Leith Agency and for Tennent's lager another

example of what used to be called a concrete idiom. Here the expression

being concretised is: "I could murder a pint." Aardman's animation

skills, some witty gags and, above all, excellent use of prime Scottish

actors as voiceovers lift what could easily have been a rather naive

student idea into a contender. The pint police pursue the murderer of a

pint which has been drained of all its bodily fluids and, in the best

gag of the lot, the witness' sketch is a crude drawing of a hand. Well

branded, well campaignable, it could be well liked too.



Sadly, I can't see the British Gas campaign being quite so liked despite

using the gifted, likeable Paul Whitehouse. Having achieved phenomenal

success with Paul in the "in't milk brilliant" campaign, the same

agency, BMP DDB, seems to have fallen into the trap TBWA/London's

campaign for Holsten Pils fell into, using a Fast Show character that

overpowers the brand.



Some people would say it's laziness just to trot out another Fast Show

character but, personally, I think it would be hard to make the old

clubroom colonel appropriate to anything other than a drink. Here the

BACC would obviously not allow him to say his signature phrase "I was

very, very, very drunk", so instead after an unendingly dreary list of

product points, he falls completely out of character by saying "I was

very, very, very, impressed". BMP is usually so sure-footed at using and

creating personalities. Pity.



Even Swiss Tony couldn't save Swan Hellenic. The editorial selection for

Private View is infinitely better than it used to be but this one must

have slipped out of the guard book. Let's just pop it back in and move

on.



Ah, that's better, a lovely little idea from Publicis for Pentax. It

captures the great truth that no matter how sophisticated a photographer

we are, we can't get out of Paris without snapping the Eiffel Tower. So

it has taken the cliche snap for us, tipped it into the mag, and now

encourages us to "take pictures not postcards". Not odds on for the

juries but it's a winner in my book.



That transparently clumsy segue leads us back to Paddy Power - this time

the bookie. Form is everything in this deceptively simple and witty

campaign. Again it comes from a common phrase: "He'd bet on two flies

crawling up the wall." In fact, the ads don't feature flies, but they do

feature bets on: two ducks; two traffic light racers; two window-washing

pests; two old dears on a crossing and, most bizarrely of all, which one

of the family will step in the dog shit (it's Dad at 4/1). Certainly not

Bartle Bogle Hegarty's usual style-laden sophistication, but a fine

campaign all the more powerful for its simplicity and earthy wit.



REEBOK

Project: Reebok

Client: David Neale, marketing and sales director

Brief: Reflect the real reasons for doing sport

Agency: Lowe Lintas

Writers: Vince Squibb and Tony Barry

Art directors: Vince Squibb and Tony Barry

Director: Frank Budgen

Production company: Gorgeous Productions

Exposure: National TV and cinema

BRITISH GAS

Project: British Gas campaign

Client: Jane Saint, regional advertising manager

Brief: Aid retention by persuading people that we are a responsive,

listening organisation

Agency: BMP DDB

Writer: Justine Walker

Art director: Justine Walker

Director: John Birkin

Production company: Blink Productions

Exposure: National TV

SWAN HELLENIC

Project: Swan Hellenic

Client: Carolanne Dieleman, sales and marketing director

Brief: Increase the awareness of Swan Hellenic as the leader in quality

discovery cruises

Agency: Banc

Writer: Stuart Blake

Art director: Peter Harold

Typographer: Neville Raven

Photographer: Ken Griffiths

Exposure: National press

PENTAX

Project: Pentax

Client: David Cowperthwaite, marketing and operations director

Brief: Pentax cameras empower creativity in mainstream photography

Agency: Publicis

Writer: Ben Carey

Art director: Henrik Delehag

Typographer: Henrik Delehag

Photographer: Henrik Delehag

Exposure: National press

TENNENT CALEDONIAN BREWERY

Project: Tennent's lager

Client: Sandra Mitchell, marketing manager

Brief: Demonstrate Tennent's lager's unique desirability

Agency: The Leith Agency

Writer: Dougal Wilson

Art director: Gareth Howells

Director: Darren Walsh

Production company: Aardman Animations

Exposure: Scottish TV and cinema

PADDY POWER BOOKMAKERS

Project: Sponsorship idents for Jumpers for Goalposts

Client: Stewart Kenny, managing director

Brief: Associate Paddy Power with the fun of betting

Agency: Bartle Bogle Hegarty

Writer: Jon Fox

Art director: Rik Brown

Director: James Pilkington

Production company: Velocity Films

Exposure: Sky TV