Private View

Big deal, they’ve cloned a sheep.

Big deal, they’ve cloned a sheep.

Well I’ve got news for all those outraged ethical objectors; we in the

ad business have been doing it for years.

Just take a look at car advertising.

While car manufacturers in the late 80s were cloning their models with

Euro-committee-approved body shapes, we could arguably get away with

cloned commercials.

The 90s has brought a new spirit of adventure. Witness the Spider and

Scenic from Renault, the Audi TT and the amazing Mercedes A class.

It’s a great problem to have - our clients being more creatively

innovative than us.

We owe it to clients to meet them at least half way. The new Toyota

Picnic needs to have a tardis-like interior as I suspect that’s the

location for most picnics in this beautiful wet country of ours.

Or, as mother suggests to daughter - and only child - enough space to

accommodate three more children. In this Carrie-meets-Addams Family

drama, Trevor Robinson has proved yet again a great ’creative’ can make

an even better director.

Ditto Paul Gay. The latest ’affordability’ campaign for Volkswagen is

even better. In the simplicity stakes the idea and execution are as

beautifully pared down as you can get; I wouldn’t change a thing. The

idea: show people shocked by the surprising news you can pick up a VW

for as little as pounds 7,990.

In one ad, a woman with hiccups is reading the paper. As she turns the

pages she glances at a full-page ad: ’Polo from only pounds 7,990’ and,

you’ve guessed it, her hiccups are but a memory. Get enough airtime and

they can run the press execution as is. A real pleasure to watch. More


From the people who brought you the very visible Jeep press campaign

comes a new campaign for the Chrysler Voyager.

To give them the benefit of the doubt, it’s early days. A large part of

the Jeep’s success can be attributed to the consistency of the campaign

over time, the same is true of BMW.

To be fair the Chrysler Voyager, yet another people-carrier - nature’s

way of saying you need a vasectomy - is far less inspiring than its 4x4

cousin. Even stylish art direction and dramatic photography may not be


So from the No1 love in my life, cars, to the No2, cooking (advertising

is joint 26th).

Uncle Ben’s rice has been schizophrenic in its strategy. The rice any

klutz can cook properly is the only one used by the world’s great


Rice is a wonderful product. On its own, in the Thai sticky variety,

it’s sublime. With just the right ingredients added it’s a feast on its

own. In this latest ad, too many ingredients have been added with too

little discipline. No sign of the avuncular Ben himself. Instead they’ve

opted for the moonlighting man from the Paxo ads.

From the land that gave us the aforementioned Dolly the cloned sheep,

comes a new commercial for the Health Education Board for Scotland.

I think the men in white coats north of the border have been putting

sheep before people in this vain attempt to get us to ’look after


Very well crafted and a neat little idea of a man saving the life of a

drowning man, only to realise it’s himself he’s saving. Not as effective

as a leaflet drop or ’pavement ads’ on Sauchiehall Street at 3am on a

Saturday morning. And it’s not as cheap.

Finally, a press campaign featuring a man depriving a village somewhere

of an idiot. I suspect - among the Church’s brogues and Turnbull and

Asser - Adrian Holmes’ wardrobe doesn’t have Ben Sherman. Nor will it

have after seeing this. Silly, it’s not aimed at him, it’s aimed at

skins. But they already wear Ben Sherman. No, this campaign is aimed at

those masses that aspire to be a skin ... hmmm ...

So 20 lashes for the losers and 20 grand for the winners I say. Until

next time, bye bye.

Sherman Cooper

Project: Ben Sherman

Client: Bill Walker, chairman

Brief: Exploit the heritage of the brand in a relevant and contemporary


Agency: Grey Writer: Ivor Jones

Art director: Gary Woodward

Photographer: Jack Bankhead

Typographers: Jasvir Garcha (Grey) and the Bloomsbury Art Company

Exposure: National press

Health Education Board for Scotland

Project: Health awareness

Client: Martin Raymond, head of public affairs

Brief: Get people to take more responsibility for improving their health

Agency: The Bridge

Writer: Frank Stubbs

Art director: Liz O’Connor

Directors: Simon Cheek (’drowning man’), Terence Stevens-Prior (’healthy


Production company: MTP

Exposure: Scottish TV


Project: Voyager UK launch

Client: Steve Gray, marketing director

Brief: Introduce the most popular people carrier in the US to the UK

Agency: Delaney Fletcher Bozell

Writer: Mark Twedell

Art director: Brian Connolly

Photographer: Chris Simpson

Typographer: Brian Connolly Exposure: National press

Toyota GB

Project: Toyota Picnic launch

Client: Mike Moran, marketing director

Brief: Launch the new Toyota Picnic - the perfect family vehicle

Agency: Saatchi and Saatchi

Writer: Jason Fretwell

Art director: Vanessa Rosser

Director: Trevor Robinson

Production company:

Jane Fuller Associates

Exposure: National TV

Master Foods

Project: Uncle Ben’s rice

Client: Frederique Hull, marketing manager

Brief: Uncle Ben’s guarantees success in your adventurous cooking

Agency: DMB&B Writer: Steve Meredith

Art director: Ray Brennan

Director: Colin Gregg

Production company: Eclipse

Exposure: National TV


Project: Volkswagen ’affordability’

Client: Nigel Brotherton, advertising manager

Brief: Communicate Volkswagen’s competitive prices with a classic VW

tone of voice

Agency: BMP DDB

Writer: Andrew Fraser

Art director: Andrew Fraser

Director: Paul Gay

Production company: Outsider

Exposure: National TV.


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content