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
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.
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
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
Jane Fuller Associates
Exposure: National TV
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.