Private View

Funny things, names. How many blokes called Steve are there in your creative department? We’ve got six. That’s a lot of Steves. What is it about being a Steve that brings out the Delaney in you? Mind you, we’ve also got an art director called Peter Davis.

Funny things, names. How many blokes called Steve are there in your

creative department? We’ve got six. That’s a lot of Steves. What is it

about being a Steve that brings out the Delaney in you? Mind you, we’ve

also got an art director called Peter Davis.

So has the Prudential. Except its Peter Davis isn’t an art director, he

is its Senior Squirrel. And he is the star of the new campaign. Peter

Davis is the Man from the Pru. Probably just as well he isn’t called

Boutros Boutros Ghali. It’s a sound idea to resurrect him and utilise

that brand equity. And a brave idea to use the real head honcho.

And probably a trickier sell than it looks. He does an admirable job,

although I’m not sure about wanting him as my guardian angel. The films

are beautifully shot but the casting of the businessman/biker is a bit

stereotypic. My only beef is the honesty of the implication that by

sorting out their pension the average couple can expect to spend their

retirement years on a yacht, or landscaping a 100-acre garden.

Now, the Mirror tells it like it is. Oh, the temptation to go for the

easy joke and use its line against it. But, in fact, the positioning for

the paper makes sense; I’m just not sure what the take out from these

four ads is. I guess I’m supposed to laugh, but for me the gags fall

just a bit short of the mark. That’s the classic creative director

comment; I like the scripts but can you make them funnier?

Even shorter of the mark is the Selfridges poster campaign. The

over-art-directed line at the bottom tells us ’It’s worth living in

London’. The images have a pop at how naff it is in the country

Car-boot sales, village discos, tramping in the mud etc. But where would

you rather spend a day: in the countryside or in Oxford Street? And

what’s all of this got to do with the offerings of that splendid

department store whose name sits so modestly in the corner? Search


But now some good stuff. Great stuff, even. This Nursing campaign is a

cracker. Four spreads: two for mental health nurses, one for general

nurses and one for learning ability nurses. Each presents a case history

in an abbreviated notebook form, together with snapshots and additional

graphic elements. It’s done in a way that is immediate, easy to read,

involving and extremely moving. And brilliantly art directed. The best

ads I’ve seen in a long while.

Dollond and Aitchison appears to have taken advantage of Burt Reynolds’

recently reported financially challenged situation to snap him up for

this little number. And his willingness to send himself up makes for an

amusing film, far more engaging than most of the ads in this sector. He

manages to lay on the line his ego, his age, even his wig, with the best

of humour. And the product bits are nicely slotted into what is overall

an inventive solution.

I’ve been putting this last one off. If there’s one thing worse than

having to review the latest Levi’s commercial, it’s having to write


The opportunity. The expectations. Worst of all, the predecessors.

’Spaceman.’ ’Creek.’ ’Drugstore.’ By any other criteria this is a good

ad. But it’s not a great Levi’s ad. This time the product feature is


Remember the early film with the bloke in the bath? This time it’s a guy

in a boat in a storm, who gets knocked out and falls overboard, only to

be saved by a trio of mermaids lightly dressed in designer gauze who

kiss air into his mouth, then try to rip off his jeans. For me, it’s a

really good idea that’s gone wrong in the execution. The direction

doesn’t quite come off and the music isn’t anything like as distinctive

as usual.

So that’s it. And if you know any good teams called Steve, get them to

give me a ring.

Prudential UK

Project: Brand campaign

Client: Andrew Williams, advertising manager

Brief: Prudential is the company to help you provide a secure future

Agency: Abbott Mead Vickers BBDO Writer: David Abbott

Art director: Ron Brown

Director: Hugh Johnson

Production company: RSA Films

Exposure: National TV

Dollond and Aitchison

Project: Brand campaign

Client: Alisdair Luxmoore, marketing director

Brief: Demonstrate that everyone gets star treatment at Dollond


Agency: Lowe Howard-Spink

Writer: Ben Priest

Art director: Brian Campbell

Director: David Garfath

Production company: Paul Weiland Film Company

Exposure: National TV


Project: Relaunch campaign

Client: Nick Cross, marketing director

Brief: Selfridges has its finger on the pulse of London

Agency: Bartle Bogle Hegarty

Copywriter: Hugh Todd

Art director: Adam Scholes

Photographer: Graham Cornthwaite

Typographer: Andrew Bird

Exposure: Press and posters, London only

Mirror Group

Project: The Mirror

Client: Andrew Kitching, managing director, marketing

Brief: Illustrate that the Mirror is not afraid to say what it thinks

Agency: M&C Saatchi

Writers: James Lowther, Tony Barry, Pete Cain

Art directors: Kevin Thomas, Louis Bogue

Director: Theo Delaney

Production company: Tomboy Films

Exposure: Regional TV

Levi Strauss

Project: Levi’s 501

Client: Xavier Gauderlot, consumer marketing manager

Brief: not supplied

Agency: Bartle Bogle Hegarty

Writer: Victoria Fallon

Art director: Steve Hudson

Director: Michel Gondry

Production company: Partizan Midi Minuit

Exposure: National and satellite TV

Department of Health/COI

Project: Nurse recruitment

Clients: Brian Underwood, publicity manager, Jan Carver, campaign


Brief: Change perceptions of nursing among the general public and key

target groups

Agency: Saatchi and Saatchi

Writer: Mike McKenna

Art directors: John Messum, Colin Jones

Photographer: Graham Cornthwaite Typographer/designer: Roger Kennedy

Exposure: National press and women’s magazines