He’s the culmination of years of hard work by Emily Pankhurst, Germaine Greer, Madonna and the Spice Girls. He’s the Himbo.

He’s the culmination of years of hard work by Emily Pankhurst,

Germaine Greer, Madonna and the Spice Girls. He’s the Himbo.

A coy but saucy-looking chap. Perfect pecs, a rippling chest, a brain

the size of a rabbit dropping and a willy the size of an anaconda.

You’ve seen him in lots of ads lately. He’s usually being chucked out by

his girlfriend (Nissan), tied to a staircase (Nissan again), walking

around in a towel (Wall’s) or being leered at by a load of elegant

ladies on HRT (Diet Coke).

Well, he’s here again, probably in his most inappropriate role yet;

flogging panty pads. I’m clearly not qualified to judge this work, so I

enrolled two of our very own spicy girls, Emily and Vicky.

’Be particular about what you put in your knickers,’ the ad says.

’They’re taking the piss,’ says Vicky. ’Tacky,’ says Emily. Personally,

I’d have thought a Himbo is the last thing you’d want in your knickers

at that particular time of the month. I’ll let Emily have the last word:

’On the whole, it’s embarrassing for most women.’

The Bodyform work is the only truly dodgy work in this bunch,


Insignia has had a revamp and replaced its goofy geek with a lot of


The ad says that men aren’t perfect but they’re all the cuter for


It’s a nice idea but it could have been a bit braver in the


The blokes look too perfect.

Talking of which, let’s hear it for the Bimbo, who fights back with

gusto in the new Ryvita campaign. The idea: a man dressed as a duck is

in the middle of robbing a bank when the Ryvita Girl shimmies in wearing

a red swimming costume.

The robber’s so distracted, he forgets what he came in for and gets


These things may happen in your local branch of Bradford & Bingley but

they rarely do in mine. My point is that I’m not sure anyone believes

eating Ryvita will turn them into a supermodel. And the idea is an old

one (the lovely Wallis campaign springs to mind). This work doesn’t hold

a candle to the old ’inch war’ campaign, which was a cracker. (I

apologise. That was cheap.)

In a world of weird camera effects and editing frenzy, at least the

Ryvita boys were having a go at an idea. And that’s the same as the

Rover MG team. At least the ads are different, noticeable and

interesting. They’re trying, I think, to recapture the spirit of sporty

motoring and reclaim it as MG’s own. It’s a daring approach that misses

it a bit in the execution.

At worst, the reader’s left wondering what on earth they’re all


Dunlop, on the other hand, has bold work with a very clear point. If the

previous ad hadn’t been so darned excellent, you’d have said this was


I love the idea and I like the execution - where our poor car steers its

way through a load of rather grumpy looking Mad Max characters. In all

honesty, it’s more of the same. And it shows that the original ad was a

very tough act to follow.

So was the Foster’s ’Hogan’ campaign. And no-one’s followed it

successfully - until now. Congratulations to M&C Saatchi, you wily bunch

of coyotes, you’ve done it again. It’s probably the best lager campaign

since Castlemaine XXXX.

I was getting a bit wistful about the demise of the great drinks

campaigns, all replaced by Himbo-infested, idea-free tosh. A particular

bete noir of mine is that Gordon’s stuff. I mean, excuse me, but I

really don’t want a man in his underpants swimming about in my G&T. But

I digress.

The new Foster’s line, ’He who drinks Australian, thinks Australian’, is

a great excuse for a bunch of ads that capture the spirit of Oz, lost

since Saatchi & Saatchi’s original Castlemaine work. I really like the

one where the Mexican bloke rushes to the priest to tell him that he’s

fornicated with two nymphomaniacs. The priest thinks he’s asking for

forgiveness. No. ’I’m telling everyone,’ says the Mexican. Aha! A good

old-fashioned chauvinist gag. It raised a roar of laughter from my

department when we watched it. Death to the Himbo. Long live the


Scottish Courage

Project: Foster’s

Client: Jerry Goldberg, brands director

Brief: You don’t have to be Australian or even in Australia to enjoy the

positive, laid-back Australian attitude, you just need to drink Foster’s

Agency: M&C Saatchi

Writer: Sue Higgs

Art director: Steve Paskin

Director: Daniel Kleinman

Production company: Limelight Commercials

Exposure: National cinema, TV

Dunlop Tyres

Project: Dunlop Car Tyres

Client: Stuart Wyss, marketing services manager

Brief: Position Dunlop as a modern, high-performance tyre

Agency: Abbott Mead Vickers BBDO

Writer: Tom Carty

Art director: Walter Campbell

Director: Jason Harrington

Production company: Tony Kaye Productions Los Angeles

Exposure: National TV


Project: Ryvita

Client: Chris Sebire, sales and marketing director

Brief: Show eating Ryvita makes you feel good inside

Agency: Ogilvy & Mather

Writer: Di Lowe

Art director: Stuart Gill

Director: Peter Richardson

Production company: Tiger Aspect

Exposure: National TV

Rover UK

Project: Rover MG

Client: Paul Stroud, marketing development manager

Brief: Enhance and define MG’s relevance in an increasingly competitive


Agency: Ammirati Puris Lintas

Writer: Jeff Dodd

Art director: Greg Harper

Photographer: Ashton Keiditsch

Typographer: Simon Fairweather

Exposure: National posters

Dana Healthcare

Project: Insignia

Client: Sue Powell, marketing director

Brief: Launch the new Insignia range to teenage boys

Agency: Duckworth Finn Grubb Waters

Writer: James Fryer

Art director: Mike London

Director: Pedro Romhanye

Production company: Outsider

Exposure: National TV

SCA Molnlycke

Project: Bodyform Ultra Pantyliners

Client: David Macfarlane, marketing director

Brief: Draw attention to Bodyform’s benefits of fit, comfort and


Agency: Roose & Partners

Writer: Kim Durdant-Hollamby

Art director: Terry Ross

Photographer: Paul Murphy

Typographer: David Robinson

Exposure: Women’s magazines