Private view

The Advertising Honours List:

The Advertising Honours List:

A Life Peerage - for outstanding service in the pursuit of creative


A Knighthood - for effective advertising above and beyond the call of


An Order of Merit (OM) - for work of merit.

A Deportation Order - for work that is a disgrace to the good name of UK


‘Offensive.’ ‘It reaches new depths.’ ‘It’s as bad as any advertising

I’ve seen. It’s condescending and crude.’ ‘Lower than the gutter.’

‘Bloody awful.’ No, they weren’t talking about the new Dettox campaign,

but the Conservative Party’s latest work, produced by Lord&C Saatchi.

It’s also highly effective, has managed to attract an extraordinary

amount of media coverage (especially considering it only ran in three

Sunday newspapers) and most importantly of all, research indicates that

it’s doing what all good political advertising should do: cast doubt in

the minds of voters. It gets an Order of Merit.

Another organisation terrified of losing its seats to the opposition is

Virgin Atlantic. In its fight to stop the British Airways/American

Airlines take-over (sorry, merger) it has chosen to parody the Tory

poster. Again, it’s effective at casting all sorts of niggling doubts

about the true motives behind the partnership. So why is Virgin Direct

confusing the good guys with the bad guys by carrying out the demon eyes

treatment on its very own, cuddly, loveable Mr Branson? An Order of


There seems to be a great deal of advertising for the armed forces. Do

they know something we don’t? The latest ad for the Royal Air Force is

almost identical in strategy to the current Navy recruitment campaign.

(Don’t end up as a toilet attendant, come to us and shoot at things.)

The RAF has chosen to parody the sort of advertising you might find for

the Samaritans, depicting depressed, disaffected, suicidal teenagers.

‘Contact the RAF before it’s too late,’ the gentle, concerned female

voiceover says. Why does it feel like a cheap trick? If quality of

advertising was the only thing to go by, I think we’d all be joining the


The Guinness campaign has the look of political or charity advertising.

It’s very distinctive. It’s intelligent. It may even be too clever by

half. It also seems to be another example of the advertising industry

talking to itself. I wonder whether the great thirsty public is that

interested. Nevertheless, an OM for Ogilvy and Mather.

Finally, the freshest beer campaign for quite a while, for Castlemaine

XXXX. In each of nine commercials, we follow the hero as he leaves work,

drives across the Australian outback to his favourite bar for a pint

with a Sheila. You think you’re looking at the same ad each time. How-

ever, we are surprised by the bizarre changes that are woven into each

journey. The result is an advertising campaign (as the little

promotional box that came with the reel tells me) ‘which can itself be

said to be as fresh as XXXX’. I look forward to further instalments.

Arise, Sir Matt and Sir John.

Gerard Stamp is the creative director of Leo Burnett

The Conservative Party

Project: The Conservative Party

Client: Charles Lewington, director of communications

Brief: Highlight the dangers of New Labour

Agency: M&C Saatchi

Writer: not supplied

Art directors: Carlos and Martin Casson

Typographer: Martin Casson

Exposure: National press

Reckitt and Colman

Project: Dettox cleanser

Client: Nina Aggarwal, marketing manager

Brief: Educate first-time mums that Dettox protects their children from


Agency: Cowan Kemsley Taylor

Writer and art director: Tim Johnson

Photographer: Sue Packer

Typographer: Martin Case at Bloomsbury

Exposure: National press

Royal Air Force

Project: Recruitment

Client: not supplied

Brief: Show that the RAF has a diverse range of non-flying but

nevertheless exciting jobs

Agency: J. Walter Thompson

Writer: Huw Rowland

Art director: Alistair Scully

Directors: Alistair Scully and Huw Rowland

Stills photographer: Adam Hinton

Exposure: Cinema

Guinness Brewing GB

Project: Draught Guinness

Client: Jon Eggleton, marketing controller

Brief: Put the ‘black and white’ campaign into posters

Agency: Ogilvy and Mather

Writer: Adam Denton

Art director: Andy Fairless

Typography: Jonathan Barnbrook

Exposure: National posters

Virgin Direct

Project: Virgin Life Insurance

Client: Rowan Gormley, managing director

Brief: Life insurance made easy with Virgin

Agency: Consolidated Communications

Writer: Indra Sinha

Art director: Henrietta Pullen

Exposure: National press

Virgin Atlantic Airways

Project: Anti-merger

Client: Will Whitehorn, corporate affairs director

Brief: Alert the public to the dangers of a merger

Agency: Rainey Kelly Campbell Roalfe

Writer: Robert Campbell

Art director: Mark Roalfe

Exposure: National press


Project: Castlemaine XXXX

Client: Clive Briscoe, marketing controller

Brief: Capture refreshment for younger drinkers

Agency: Saatchi and Saatchi

Writer: John Pallant

Art director: Matt Ryan

Director: Mark Williams

Production companies: Tony Kaye Films and Winkle Films

Exposure: National TV


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