Unless you are sent brilliant campaigns, these reviews can be a bit daunting to someone like me who has about five friends.

Unless you are sent brilliant campaigns, these reviews can be a bit

daunting to someone like me who has about five friends.

Nonetheless, I shall proceed.

First up is a campaign featuring a series of vignettes of people who

work on, or by, a roadside. You can’t tell what they’re saying because

their voices are muffled by a face mask, which is the point. When

they’re removed we can hear them tell us the benefits of Elf’s Ultra Low

Sulphur Diesel. It’s a simple idea, beautifully shot. The roads look

like a very unpleasant place to be taking your oxygen supply.

Tragically, death follows anyway with the line: ’It won’t cost the

earth.’ And the only point in showing the earth, to my mind, is to

illustrate that just about everybody on it has written that line

already. Come on, Elf ULSD isn’t really going to save the planet. They

should have stayed at the roadside and said something like: ’We can’t

promise we’ll save the earth, but we can promise to help make roadsides

a bit healthier.’ Because we all know that despite what we put in our

cars here, America is responsible for more toxic gases than the rest of

the western world put together.

Not that you’d guess as much, looking at their roads which feature in

the next spot for Bodyform. They’re much cleaner and, strangely, only

populated by women - a businesswoman, policewoman, a female construction

worker, etc.

Unfortunately, they have all rather too obviously been cast for this

commercial. A contrived sequence of words - from a badge, newspaper and

passing truck - informs us that Bodyform won’t leak. They might not, and

I’m never going to know, but as I don’t believe anything else in the ad,

I might have my doubts anyway.

To be fair, it’s never easy when the brief is to impart what amounts to

a list of information. In this case peanuts, raisins, fudge and

chocolate is a mouthful for any 30 seconds. For Cadbury’s Fuse the

agency has added corn to the ingredients, courtesy of puns such as

’fuseliers’ to describe the purple-clad troops who feature in this silly

sketch. I can only hope Cadbury’s has blended its ingredients together

with a little more skill than the agency has managed on this


The fact that Labatt Ice has a strong identity in a very crowded and

fast-moving marketplace is a real achievement. ’Survival kit’ is the

latest in a campaign which, as I understand it, hasn’t been running for

very long.

A hippy couple are given instructions on how to survive Labatt Ice


His performance is a treat. I can see this campaign going from strength

to strength.

Next is a press campaign for Faberge Addiction bodyspray and eau de

toilette for men, branded by the line: ’The first signs of


Aside from thinking the girl in the lipstick execution is overdoing it a

tad unnecessarily, there’s nothing wrong here. However, Larry Barker

said in this piece a short while ago that BBH takes a simple idea and

sprinkles ’magic dust’ on it in a way few agencies can. Looking at it, I

can’t help feeling that the magic dust is missing. It’s probably still

somewhere in Martin Galton’s office.

On to another simple idea: a montage. Trouble is, it isn’t all that


I’m sure I’ve seen it for Sharwoods and I was looking at it for Michelob

only yesterday. As you’d expect, the portraits made up of footwear for

Adidas are lovingly executed, but I can’t help asking myself, why? Also

- and I know the jury’s split on this one - I thought Marcus Harvey’s

portrait of Hindley using the same technique was brilliant. For me,

Adidas picked a race it was never going to win.

On balance, now feels like a good time to take my holiday.


Project: Labbatt Ice

Client: Mathew King, marketing manager

Brief: Continue the quirky humour of the campaign in the style of public

information films

Agency: Lowe Howard-Spink

Writer and art director: Charles Inge

Directors: Patrik and Ulf at Traktor

Production company: Partizan Midi Minuit

Exposure: National TV and cinema


Project: Addiction

Client: Rod Connors, marketing manager

Brief: Show that Addiction stimulates unpredictable, irresistable surges

of desire

Agency: Bartle Bogle Hegarty

Writer: Marc Hatfield

Art director: Peter Bradly

Photographer: Andrea Giacobbe

Typographer: Andy Bird

Exposure: Men’s and women’s consumer magazines


Project: Fuse

Client: Mark Smith, marketing director

Brief: Capture the brand’s character in a fun, dynamic and creative way

Agency: Euro RSCG Wnek Gosper

Writer: Dave Jennings

Art director: Dexter Ginn

Director: Graham Rose

Production company: Rose Hackney Barber

Exposure: National TV


Project: Ultra Low Sulphur Diesel

Client: Malcolm Jones, marketing director

Brief: Launch Elf’s new diesel showing it is far better for the


Agency: Frontline Integrated Marketing

Writer: Barry Smith

Art director: Bill Thompson

Director: Work

Production company: Godman

Exposure: National TV


Project: Predator Accelerator, Feet You Wear and Equipment Solutions


Client: n/a

Brief: n/a

Agency: Leagas Delaney

Writer: Mark Goodwin

Art director: Tiger Savage

Illustrator: Andy Holmes at Three Blind Mice

Exposure: National posters


Project: Bodyform Invisible

Client: David Mcfarlane, marketing director

Brief: Drive reappraisal by emphasising new Bodyform Invisible’s

superior anti-leak performance

Agency: Roose & Partners

Writer: Kim Durdant-Hollamby

Art director: Terry Ross

Director: Julian Gibbs

Production company: Intro

Exposure: National TV

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