Private View

Well, that’s next year’s gold sorted then. It’s quite a relief really. The rest of us can just concentrate on the silvers.

Well, that’s next year’s gold sorted then. It’s quite a relief

really. The rest of us can just concentrate on the silvers.

Saves all that sweating on the night. I’m talking, of course, about the

new Guinness film. Not since Dunlop’s ’unexpected’ has my jaw literally

dropped when viewing an ad.

You know when you’ve got a great film. Everyone tries to find fault with

it. It’s a bit like when a staggeringly beautiful woman walks into a

room full of other women. ’Is it me, or is one of her earlobes slightly

longer than the other?’ ’I think lips can be too big.’ ’Apparently, she

has a deformed spine.’ You know the sort of thing.

Well, there’s bound to be a bit of that going on. And who can blame us.

We’re all jealous as hell and would kill to have this film on our reel.

Everything about it is brilliant.

The marketing manager at Guinness, Anita Andrews, is quoted as saying:

’This is not one of those gloriously beautiful ads.’ Sorry, luv, but I

beg to differ. This is the most gloriously beautiful ad. Ever.

(Here I must apologise to the other agencies whose work I’m meant to be

reviewing. Boy, did you pick the wrong week to launch a campaign.)

Back to Guinness. The music’s brilliant, the effects staggering and,

shock horror, it actually works as a piece of advertising. Even at a

subliminal level, the water and foam and crashing waves make you

thirsty. I actually fancied a pint of Guinness at the end.

There now follows an open message to Jonathan Glazer. If you’re reading

this, Jon, don’t go to Hollywood. They will fuck you over. Stay with


We love you and will always be nice to you. Just keep making commercials

like this.

At the BTAA the other week, I noticed that the cheering only ever came

from the people who’d done the ad. People were walking back to the sound

of their own footsteps. It wasn’t always this way. There was a time when

a ’dambusters’ or a ’creek’ would be greeted with a standing


Well, those days are with us again. Put away your handycams - the

blockbuster is back.

Even if it wasn’t up against Guinness, Schwan’s Freschetta would be


Lifestyle tosh at that. I’m presuming it has been touched by the leaden

hand of internationalism. When will these people learn that it’s not

enough just to have good-looking people enjoying themselves around your

product? Never, probably.

The Woolworths stuff is quite sweet. Nicely observed, with a believable

proposition. We’ve all gone out for one thing and come back with

another. Only with us, it’s the Conran Shop.

The Schweppes ads I’m not so sure about. The suave but savage big cat is

a laudable stab at an advertising property, in the classic mould. I’m

just not sure the executions are quite up to it. The lip-sync is a tad

disappointing. Have these people not seen Babe? Frasier (for it is he)

has most definitely left the building.

The Teacher Training ads look good. And I think the thought of a teacher

being the spark that lights the blue touch-paper of a child’s

imagination is charming. The only trouble is that the classroom of

eager-faced kids hanging on the teacher’s every word is so far removed

from the ’retail reality’ of an urban classroom that I’m afraid the

reaction will be, ’Yeah, as if’. Shame.

The Inland Revenue is probably the best of the rest. Eddie Izzard is a

good choice and lots of nice touches like the cut-away to the African

village scene on the big screen at Piccadilly Circus make it enjoyable

and believable. But let’s be honest, it’s not three blokes surfing with

giant white horses, is it?

Time for one last look at the Guinness film.

Hang on! If I’m not mistaken, the right eyelash of the third horse on

the left isn’t quite in focus. Well, that’s it then. It’s not great

after all. In fact, it’s downright shoddy. I don’t know what all the

fuss is about. Definitely over-rated.



Project: Brand campaign

Client: Anita Andrews, marketing manager

Brief: Guinness is the ultimate beer experience

Agency: Abbott Mead Vickers BBDO

Writer: Tom Carty

Art director: Walter Campbell

Director: Jonathan Glazer

Production company: Academy

Exposure: National TV


Project: Schweppes

Client: Elaine Hindal,

vice-president, global marketing

Brief: Sharper refreshment

Agency: Young & Rubicam

Writer: Paul Catmur

Art director: Anita Davis

Director: Jon Hollis

Production company: Smoke & Mirrors

Exposure: National TV

Schwan’s Europe

Project: Freschetta

Client: Ben Johnson, category marketing manager

Brief: Communicate the full sensory experience derived from the brand

Agency: BDH

Creative team: Danny

Brooke-Taylor, Gary Hulme

Director: Pat Holden

Production company: Outsider

Exposure: National TV


Project: Woolworths spring brand campaign

Client: Alan McWalter, marketing director

Brief: Encourage people to reappraise Woolworths

Agency: Bates Dorland

Writer: Neil Pavitt

Art director: Andy Rott

Director: David Lodge

Production company: Native Productions

Exposure: National TV

Inland Revenue/COI

Project: Millennium Gift Aid

Client: Kelly Freeman, head of publicity

Brief: Introduce Gift Aid to 18- to 34-year-olds and motivate them to

call and donate

Agency: Rainey Kelly Campbell Roalfe

Writer: James Burrows

Art director: Seb Bishop

Director: Paul Weiland

Production company: Paul Weiland Film Company

Exposure: National TV

Teacher Training Agency

Project: Teacher training

Client: Jane Benham, head of teacher supply and recruitment

Brief: Communicate the value of teaching and encourage progressive young

people to enter the profession

Agency: Delaney Fletcher Bozell

Writer: Paul Evans

Art director: Alan Burles

Director: Mehdi Norowzian

Production company: Joy Films

Exposure: Cinema, National TV

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