I’m not sure about processes that place ads under a microscope, processes such as research, awards juries - and Private View.

I’m not sure about processes that place ads under a microscope,

processes such as research, awards juries - and Private View.

In the real world, advertising has to take effect in seconds. It has to

have immediate impact. But it also has to leave something with you, a

kind of residual resonance which makes you feel positive toward the


Thus you could argue that the only accurate way to judge (or research) a

given piece of advertising is to look at it once or twice without

concentrating too hard (unless it forces you to) and then come back a

week later with your verdict.

On the above basis (indeed, on any basis), the new McDonald’s commercial

is an unqualified success. One viewing a week ago and I remember nearly

every detail. Young husband is late for mother-in-law’s dinner. Nips

upstairs to see his baby son and complains about mother-in-law’s

cooking. ’Don’t worry, son, Big Mac and fries on the way over.’ Goes

downstairs to be met by stony faces. Sound effects: baby son’s gurgling:

the assembled company have heard everything on the baby intercom.

Not only do I remember and enjoy most details, but I also like dad: he’s

fallible and he’s funny. I even like him enough to believe that

McDonald’s might not be the most artificial, processed food product I

could buy.

Batchelors Mushy Peas is not quite as memorable a week on. (Indeed, I’m

not entirely sure if it is Batchelors. If not, could the editor put the

actual brand name in the space provided:

). In a Surprise, Surprise spoof, a lone pea is reunited with all the

other peas from his pod and they all cry until mushy. In another spot

concerning bigger peas, various candidates are turned down until a

voluptuous looking pea pod gets the job. Not so much New Lad as Dirty

Old Man.

What does all the above make me feel about the product? Not a lot,


What do I recall about the print campaign for Channel 5? Well, the name,

very clearly. The bright colours. But also, oddly, the sense that here

is something striving to be modern and cutting edge but not quite making

it. This slight sense of disappointment is exacerbated by what I recall

to be the products on offer: a chat show and a cookery programme, if

memory serves.

What I most recall about the Skips campaign is the extremely likeable

music. I also remember that these animated commercials are about two

mates faced with harsh situations which they soften by means of eating a

Skip that melts and has the same melting effect on their environment.

Spookily, the thing that most sticks in my mind is that the fat mate

always feeds his thin mate.

The Times is no longer for crusty old codgers. It’s changing. But it’s

still a quality newspaper. That’s my verdict a week on. Job done, I


The new Budweiser dps consists of Budweiser labels through the ages.

It starts with the label from the time of Custer’s last stand. Other

labels and times: Gunfight at the OK Corral, New York subway opens, Ford

builds Model T, World War I ends, Bonnie and Clyde killed, Mount

Rushmore completed, Cuban missile crisis, the first moon landing,

Clinton re-elected. There’s also an empty space for Prohibition. I’m

sure I’ve missed one or two out, but the above is a pretty amazing list

for a press ad in terms of memorability.

And this is a pretty memorable press ad.

Indeed, among the best I’ve seen in some time. It oozes class and

heritage and excellence in a manner that is literally mouthwatering. The

best example of premium lager advertising I can remember.

PS. Have we in Britain come to take BMP a little for granted? Is there

an agency whose work better and more consistently combines effectiveness

and creativity? A seriously professional outfit and the only one I’d

hate to pitch against. Credits:

Company name: McDonald’s Restaurants Limited

Project: Corporate

Advertiser: John xxx - vice president/chief marketing officer

Brief: not supplied

Agency: Leo Burnett

Writer: Nick Bell

Art director: Mark Tutsell

Director: Simon Cheek

Production company: Spirit Films

Exposure: National TV

Company name: Van den Bergh Foods

Product: Mushy Peas and Bigga Peas

Advertisers: Kevin Havelock - marketing director

Brief: Build on the successful regional launch of Mushy and Bigga Peas

Agency: Ammirati Puris Lintas

Writer: John Peacock

Art director: Frank Cookson

Director: Ken Lidster

Production company: Loose Moose

Exposure: National terrestrial and satellite

Company name: Channel 5

Project: Launch

Advertiser: Polly Cochrane - consumer marketing manager

Brief: Introduce the public to this consumer-orientated TV brand via

benefit-driven programming and scheduling

Agency: Kesselkramer and Mother

Writer: Kesselkramer and Mother

Art director: Kesselkramer and Mother

Photographer: Spiros Politis

Typographer: Ian Hutchins

Exposure: National 48-sheet posters

Company name: KP

Product: Skips

Advertiser: not supplied

Brief: Not supplied

Agency: GGT

Writers: Robert Saville, Steve Williams, Simon Hardy

Art director: Jay Pond-Jones

Director: Derek Mogford

Production company: Bazaar

Exposure: National TV

Company name: News International

Product: The Times

Advertiser: Toby Constantine - marketing director

Brief: To position The Times as an objective and forward-looking


Agency: Rainey Kelly Campbell Roalfe

Writer: Robert Campbell

Art director: Mark Roalfe

Director: Adrian Moat

Production company: RSA Films

Exposure: Regional TV

Company name: Anheuser-Busch

Product: Budweiser

Client: Peter Jackson - vice-president, sales and marketing

Brief: To reinforce Budweiser’s quality and heritage

Agency: BMP DDB

Art director: Jeremy Craigen

Copywriter: Jeremy Craigen

Typographer: Richard Bateman

Exposure: National style press, Review sections


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