The Screen test - Campaign Screen's international ad picks 28-3-2002

In this week's International Pick, Campaign Screen editor Lisa Campbell looks at ads from Aristoc, Health Education Board for Scotland, COI and the Commission for Racial Equality.

Aristoc - 'wallet'

The art of telling a story in 20-seconds has been beautifully mastered by the agency behind this spot. Shot on an icy day in London's Canary Wharf, the ad shows a man struggling to fit his girlfriend's photo into his wallet. His solution -- ripping off her head to leave only her lovely long legs -- could be deemed sexist. However, the protagonist is so endearing and his act ultimately good-natured, that you can't help but smile at this sweet and simple humour.

Agency: Miles Calcraft Briginshaw Duffy, London. Creative directors: Paul Briginshaw, Malcolm Duffy. Art director: Paul Briginshaw. Writer: Malcolm Duffy. Agency producer: Fiona Marks. Production company: Gorgeous Enterprises, London. Director: Peter Thwaites. Producer: Flora Fernandez-Marengo. Director of photography: Stuart Graham. Post-production: The Moving Picture Company, London.

Health Education Board for Scotland - 'reminder'

This campaign tackling teenage health issues -- sex, drugs and alcohol -- communicates vital messages in a non-patronising manner. With statistics in Scotland higher than the rest of the UK, "reminder" invites 15- to 24-year-old Scottish girls to take a responsible approach to drinking. Cuts between romanticism and reality absorb the heroine's mind as she approaches the school hunk. Wide and long lens, combined with different speeds, help to contrast the two worlds in which close-ups on smiles and eyes brilliantly draw the viewer in.

Agency: The Bridge, Glasgow. Creative director: Jonathan D'aguilar. Art director: Juliette Forrest. Writer: Frank Stubbs. Agency producer: Ann Reilly. Production company: Godman, London. Director: Barney Cokeliss. Producers: Giles Johnson, Jody Burrows. Director of photography: Remi Adesfarasin. Post-production: VTR, London.

COI - 'you never know'

An extremely impactful spot which highlights one of the drawbacks of internet chat rooms -- you don't know who you're talking to. The ad targets teenagers and their parents and misleads us as to the identity of the speaker - a clever way of showing how we too can be misled by paedophiles who build up the trust of youngsters by using their language. Directed by Turner Prize-winning artist Gillian Wearing, the ad features impressive lip-synching and clever casting.

Agency: Ogilvy, London. Creative directors: Nigel Roberts, Paul Belford. Art director: Paul Belford. Writer: Nigel Roberts. Agency producer: Kim Knowlton at COI. Director: Gillian Wearing. Producer: Caroline Slade. Director of photography: Barry Ackroyd. Post-production: Framestore CFC, London.

Commission for Racial Equality - 'kick it out'

The Commission for Racial Equality aims to kick racism out of football but avoids a heavy-handed or preachy style. Instead we see striking black and white images to illustrate a poem from Benjamin Zephaniah reciting the differences between black and white people from birth to death. The ad feels somewhat leftfield rather than provocative and Zephaniah's delivery and infectious laugh help to instil a sense of humour. Land of Hope and Glory also proves to be an effective soundtrack.

Agency: M&C Saatchi, London. Art director: Jerry Gallaher. Writer: Clive Yaxley. Agency producer: Kayt Magrobi. Production company: Gorgeous Enterprises, London. Director: Chris Palmer. Producer: Suza Horvat. Director of photography: Ian Foster. Post-production: Play Productions, London.

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