Right. Oxfam. My dad used to love Oxfam shops. He'd go missing for

hours and come back with a china Chihuahua toothpick holder or a jacket

three inches too short on the sleeves. Now, of course, it's the place to

go for books. Why is it the place to go for books? Probably because the

creative team had a few ads in their student portfolio for a bookshop.

Methinks they should have stayed there.

Now another charity case. By the time this is printed I

dare say it will be a case of The idea is based on:

'Whatever your profession, we give you the widest choice of jobs.' Since

when has being a heart, apple or cockerel been considered a profession?

As long ago as it was, I can't remember my careers officer suggesting I

became a cockerel. Try as I might, I just can't find it in me to crow

about this work.

Next up Pimm's. For me it's a travesty Mother hasn't yet been awarded

Agency of the Year. Brit Art was wonderful. Chris 'Christmas' Rodriguez

hysterical. They've consistently produced little gems and the Pimm's

'happy together' work is another. Yes. Sure. All right. It's another

Scandi 70s ad and adland won't like that, but the basic idea that seven

people are absolutely inseparable makes for charming humour. In one of

the ads, for example, when one of the group is asked to dance, they all

dance with him. 'Happy together' I get as a comedic vehicle. How it

applies to Pimm's is a little, well, thin. But ask yourself this: have

you done better lately?

Now for Thomas Cook. It's not that I have a problem with this work

necessarily, it's the strategy that bothers me. Even if, and it's a big

if, 'Isn't it time you left the country' made anyone think that they

should, for one tiny second, why on earth would I go to Thomas Cook?

Simply because they told me I needed a holiday? Do they cover more

destinations? Specialise in certain types of holiday? Arrange tours?

Transfers? Travel insurance? Inoculations? And, above all, whatever they

do, do they do it for less money? Who knows? Because in truth, I dare

say the audience isn't really the cold, wet and miserable man in the

street, it's the client. They were big. They want to feel big again. And

the agency has told them to act big. There's only one problem with work

that's created for clients who naval gaze, it's usually full of fluff.

And as most of us remember from our school days, acting big often meant

that you were the first to get beaten up.

Next, The Economist. I had to watch this several times to absorb the

narrative, because it is one of the most awesomely beautiful things I

have ever seen. If Tarsem, Glazer and Kaye had a love child, it would

look like this. Essentially the storyline is about a fellow inmate of

Mandela on Robben Island. The only way they could find out what was

happening in the world was via The Economist, which was only allowed in

because the authorities believed it was purely about the economy. Work

of this quality is very rare.

Finally, Budweiser. And it's those bloody lizards again. I first saw

this campaign on a US awards jury a couple of years back and it's still

hilarious. The writing is marvelously economical. The characterisation

would put Galton and Simpson to shame. In these commercials, I don't

know if it's because Charles Stone III is making 'Whassup? - the movie',

but now it's the lizards' turn to get their tongues, all 14, around the

most infectious phrase since 'tertiary syphilis'. A landmark advertising




Project: The Economist - freedom of knowledge

Client: Jacqui Kean, brand marketing manager

Brief: Communicate that The Economist covers much more than economics

Agency: Abbott Mead Vickers BBDO

Writer: Tom Carty

Art director: Tom Carty

Director: Tom Carty

Production company: Gorgeous

Exposure: National and satellite TV


Project: Books at Oxfam shops

Client: Stephen Yorke, donated goods manager, trading division

Brief: Force a genuine reappraisal of Oxfam shops through their book


Agency: BMP DDB

Writer: Patrick McClelland

Art director: Grant Parker

Photographer: Stephen Gill

Exposure: National posters


Project: Thomas Cook

Client: Kevin Styles, retail marketing director

Brief: Promote Thomas Cook as the travel agent to use and plan your 2001

summer holiday

Agency: TBWA/London

Writer: Ben Priest

Art director: Brian Campbell

Director: Paul Gay

Production company: Outsider

Exposure: National TV



Client: Chris Newson, marketing director

Brief: Reflect Gojobsite's belief that choice is a right not a privilege

Agency: Springer & Jacoby

Writer: Thomas Chudalla

Art director: Tony Hector

Photographer: Chris Fraser Smith

Typographer: Ivo Rungaldier

Exposure: London Underground


Project: Pimm's

Client: Radha Rajamohan, brand manager

Brief: Modernise Pimm's

Agency: Mother

Writer: Mother

Art director: Mother

Director: Ringan Ledwidge

Production company: Harry Nash

Exposure: London TV


Project: Lizard whassup?

Client: Daniel Hoffmann, director of marketing

Brief: Create a spin on the whassup? ads, keeping it engaging and fresh

for consumers

Agency: Goodby, Silverstein & Partners

Writer: Ian Kalman

Art director: Stefan Copiz

Director: Lloyd Stein

Production company: Headquarters

Exposure: National TV, Sky


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