Mark Wnek is executive creative director of Euro RSCG Wnek Gosper

Mark Wnek is executive creative director of Euro RSCG Wnek Gosper

Sock! A good selection of work this week: a perhaps less-grittily-

played-than-it-might-be-but-grows-on-you campaign for Roysters crisps

involving people with flat lives being amusingly ‘Roysted’ by American

cops (I was a little put out by the one involving the girl whose life

was deemed flat due to her dating a nerd, because the nerd in question

bears a startling resemblance to myself); a commercial for Mountain Dew,

involving a Liam Gallagher lookalike presenter and Ted Rogers as a

werewolf, chock-full of will-be playground catchphrases, particularly

‘sock!’ (yes, that’s right, ‘sock!’ Mark my words, they’ll all be saying

it); a terrific new blockbuster from Carling Black Label involving

diverting goings-on in a virtual pub, including a thug who doesn’t beat

you up when you spill your drink on him (the virtually perfect

gentleman) and England beating Germany five-nil at half-time; a

beautifully observed campaign starring the adorably saucy Mrs Merton for

British Gas which, at last, positions gas where it should be, in the

strategic area marked ‘warm and cosy’; and a Royal Navy campaign from

Ford Mondeo’s boys, which seems to have its roots in the Bacardi ‘Auntie

Beryl’ cinema commercial, replacing ‘IF you’re drinking Bacardi’ with

‘IF you’re in the Royal Navy’ (unlike many of my peers, I’ve nothing

against ads being redolent of other ads per se. But, IF your work’s

going to be like something else, I suggest that you don’t make it

something as legendarily execrable as the ‘Auntie Beryl’ ad. Unless it’s

to take the mickey), but, like most of this agency’s work, it looks very

nice (do I detect the steady hand of Uncle Sam Hurford?).

Now, you may feel that I’ve been a little benign towards some of the

above work. I don’t believe I have. As anyone who knows me knows, I

paint what I see. If I am in good humour, however, perhaps it’s because

I’ve just sat through a particularly pleasant few days of D&AD judging.

Yes, it’s that time again. Deck the halls with boughs of deadly

nightshade, fa-la-la-la-la-la-la-la-la, ’tis the season to be downright

suicidal, fa-la-la-la-la, etc. By now your pride and joy will have

passed through the mill of vested interests, personal agendas and secret

handshakes known as Britain’s advertising awards and probably have come

out brown bread.

If you’re a young person looking to make your way in advertising, fear

not. Just keep your head down and remain true to yourself. You’re more

likely to win the National Lottery these days than an advertising

‘award’, and every creative director worth his or her salt knows it.

Spookily, awards are now more important to agency account managements

than creatives because of some imagined PR value. Good creative people

don’t need anyone else to tell them what’s good and what’s not.

Take the latest cinema commercial for the Independent. Suffice it to say

(this is one you’ve got to see for yourself) all it is is a little old

lady talking to camera about an Independent film offer. Everyone I’ve

shown it to has pissed themselves. (Even my old mucker, Pastor Holmes,

may have to engage in a life or death struggle with his baser instincts

to suppress a chortle.) It’s a silver in my book. Which is the only book

I care about.


Royal Navy Recruitment

Project: Royal Navy

Client: Deborah Condor, campaign manager

Brief: Encourage Navy recruitment

Agency: Young and Rubicam

Writer: Ben Carey

Art director: Andy Cutbill

Photographer: Rory Carnegie

Typographer: Simon Fairweather

Exposure: National posters

Mirror Group Newspapers

Project: The Independent

Client: Charles Kirchner, brand development director

Brief: Launch the Independent video promotion

Agency: M&C Saatchi

Writer: Tony Barry

Art director: Kevin Thomas

Director: Theo Delaney

Production company: Spots

Exposure: National TV

Pepsi UK

Project: Mountain Dew

Client: Soren Mills, marketing manager

Brief: Introduce Mountain Dew to the UK

Agency: Abbott Mead Vickers BBDO

Writer: Tom Carty

Art director: Walter Campbell

Director: Trevor Robinson

Production company: Jane Fuller Associates

Exposure: National TV

Bass Brewers

Project: Carling Black Label

Client: Dave Carruthers, director of brands

Brief: Continue to build Carling’s reputation as a proudly British lager

Agency: WCRS

Writer: Leon Jaume

Art director: Mike Durban

Director: Chris Palmer

Production company:

Gorgeous Films

Exposure: National TV

British Gas Trading

Project: British Gas

Client: Susan Brooks, marketing manager

Brief: Promote domestic sales of gas

Agency: BMP DDB

Writer: Paul Burke

Art director: Stuart Buckley

Director: John Lloyd

Production company: Limelight

Exposure: National TV

KP Foods

Project: Roysters

Client: Andrew Christophers, marketing manager

Brief: Relaunch Roysters on an anti-crisps platform

Agency: Publicis

Writer: Andy Wakefield

Art director: Andy Wakefield

Director: David Garfath

Production company: Paul Weiland Film Company

Exposure: National TV


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