It's May Day and Regent Street is boarded up and deserted.
Appropriately enough, the first ads are for Red Square. They're strongly
branded. Or at least the people in them have been. However, like
countless others that have gone before them featuring product names and
logos tattooed on to body parts and shaved on to heads, these ads feel
contrived and are trying too hard to be cool.
The other print campaign is for Kleenex pocket packs. As Kleenex ads go
they're not bad - so credit to the agency there. They're still some way
off being great though. The ideas are a bit safe and I don't think the
copy is adding anything. If pushed, I think there is potential for some
funny television work with this product.
Talking of funny TV work, the Dr Pepper ads are easily the best of this
week's bunch. I've always struggled with the product's strategy of
practically begging people to try it, but Mother's new work almost
persuaded me to overlook it. In my favourite one, a kid takes a bottle
of the stuff from a supermarket cooler while muttering: 'What's the
worst that can happen?'
In his case it's for half the store to collapse on top of him, forcing
the rescue crew to cut him free of his underwear and parade him
butt-naked down the street before the eyes of the nation. It's well cast
and directed and, of course, cheeky.
Orange has a couple of rather complicated promotions to tell us
For example, in one, when our talk time has run out, we have 'up to' two
reserve calls so we can phone our Dads. So our talk time hasn't actually
run out then? Or has it? Anyway, Dad (played in a badmutha way by
Harlesden's answer to Richard Roundtree) will leap out of bed and bring
us safely home, stopping only for chips. The ads try hard to entertain,
but perhaps the second reserve call should be made to Orange asking it
to make things a bit simpler next time.
The three Diet Coke ads have tapped into Bridget Jones fever.
Unfortunately I fear they've caught a cold. In one, a couple are having
dinner and he asks if he can call her. She then proceeds to give him,
among others, her home, work, mobile, fax and pager numbers. This,
according to Diet Coke, is 'How It Is'. Don't take my word for it - I
asked the Leith London girls and they felt that this campaign made women
look stupid and desperate.
More 'How It Is' for men, really.
Finally, Shreddies. Hundreds of over-exploited placement teams are in
the workhouse when one, Oliver, dares to ask the big bad creative
director for more. 'More?' screams the CD, whereupon Ollie is promptly
duffed up by a little blue man (presumably the head of traffic). It's a
brilliant parody of one of the hottest topics in our business. Either
that or it's garbage and I can't understand what possessed anyone to
send it in.
That's it then. Let the rioting commence.
Project: Orange out here
Client: Orange campaign and communications team
Brief: Promote the Orange 'out here' package
Agency: Lowe Lintas
Writers: Brian Turner and Gary Turner
Art director: Micky Tudor
Director: Steve Reeves
Production company: Another Production Company
Exposure: Selected satellite channels
Project: Kleenex pocket pack
Client: Tristram Wilkinson, European advertising director
Brief: Make Kleenex pocket packs indispensable when you go outdoors
Agency: J. Walter Thompson
Writer: Angela Savidan
Art director: Annie Carlton
Photographers: Henrik Knudsen and Jenny Van Sommers
Typographer: Joanne Chevlin
Exposure: Women's and men's fashion magazines
Project: Diet Coke
Client: Coca-Cola Great Britain
Brief: Reconnect Diet Coke drinkers to the brand
Agency: Wieden & Kennedy
Writers: Richard Russell, Fay Rusling and Oriane Messina
Creative directors: Tony Davidson and Kim Papworth
Director: James Bobin
Production company: The Producers
Exposure: National TV
Project: Dr Pepper
Client: Richard Harris, marketing services director
Brief: Turn Dr Pepper's quirkiness into a teenager's challenge by
likening it to their worst nightmares
Art director: Mother
Director: Brian Buckley
Production company: Hungryman
Exposure: National TV and cinema
Project: Red Square
Client: Bob Rishworth, marketing director
Brief: Red Square is an integral part of a perfect night
Agency: Cheetham Bell JWT
Writers: Roger Leebody and Gillian Glendinning
Art directors: Roger Leebody and Gillian Glendinning
Photographer: Steve Lazarides
Exposure: Style magazines
CEREAL PARTNERS UK
Project: Shreddies Mr Hungry 'Oliver'
Clients: Ronnie Parry, marketing manager, and Dez Timmiss, marketing
Brief: Can Shreddies save the day?
Writer: Robert Brown
Art director: Damon Hutson-Flynn
Directors: Andrew Painter and Ian Sharp
Production companies: HRA and Talkback Productions
Exposure: National TV