It's 5.30pm on Saturday evening and Plymouth Argyle are playing Everton in the FA Cup on ITV at the moment. I've tried quite hard over the years to become a football fan but I'm afraid it just doesn't do it for me. So I may not be the best person in the world to pass comment on this new Orange (3) campaign. The ads tell us that you can now get player interviews, pre- and post-match analysis and transfer news at Orange World. Quite frankly, I'd rather stick needles in my eyes. To my limited football knowledge, these ads lack any real insight into the clubs or the fans. The future used to be bright and orange; sadly, I'm not so sure nowadays.
Last year, the readers of Campaign - very wisely, to my mind - voted the Dove (1) poster campaign their favourite of the year. I thought it was one of the freshest campaigns of last year, and in a category that usually doesn't produce much good advertising. This year's campaign picks up the baton with the idea of "join the beauty debate". I really like the idea of "join the debate", so much so that we've been running it for The Times for the past six months.
The new Golf GTi (6) website and online campaign look pretty groovy. The site is pretty clear and easy to navigate. To me, what is really lacking here is an idea or positioning for the car like the ones we've come to expect from VW.
The One Account (4) campaign starts with young children in the 60s telling us what they want to be when they grow up. I think there's a really interesting truth in this campaign; unfortunately, the end result feels a little contrived.
The new Hyundai (5) campaign positions the brand as "A car first, a badge second", which I think is a pretty sound strategy. However, I think one of the cardinal rules of car advertising is that you have to give people a bit of a stiffy over the metal. While these ads do appeal to the head, I'm not sure there will be many stirrings down below.
The chiller cabinet, like the skin-care department, is not renowned for producing great advertising. However, this week, Muller (2) has proved that wrong. It's a 60-second song-and-dance number ending with the line: "It's a Muller life." Now I can hear you thinking a 60-second song-and-dance yoghurt ad sounds like a car crash waiting to happen, but this ad carries it off with real charm. I'm sure it wasn't easy to persuade the client to go with a 60 rather than a 30, but that's one of the reasons it works so well.
DIRECTOR - Danny Kleinman, director, Kleinman Productions
Volkswagen's online ads for the VW Golf GTi (6), the links to the website and the website itself all have a honeycomb theme. Not sure why, but I keep bees, so so far, so good. I'm not a big fan of interactive ads (too lazy) but the graphics are slick and good, the roads appear in front of the car and the short driving sequences look interesting. I assume you would already be interested in a GTi before searching these out, so the really moving illustrations with a bit of techno blurb are probably what you want.
What is beauty? I like the Dove (1) print campaign, anything that helps change our preconceptions from scowling, pouting, rigor-mortis-grinned, demented-looking adolescents to a broader definition is good, although missing out portly balding men in glasses was an oversight. Simple, graphic, good faces.
My background was illustration with the missed Ian Fleming, so I'm bound to like this Orange (3) print work. The executions are varied and idiosyncratic in a way that only illustration can be, they feel personal and quirky and make me want to study them despite my meagre interest in football.
The Muller (2) ad has a Nina Simone track that does a lot of the work. There's nice photography at off-kilter locations where the cast wacky-dance and try hard to exude a lot of joie de vivre before they get down to eating some yoghurt, but you'd be quietly led away if you really started doing some of that stuff in a supermarket car park. Bits of the dancing are interesting, I reckon there has been a bit of post jiggery-pokery here. Not groundbreaking, but better than the average Muller.
I think these good One Account (4) ads are loosely based on the excellent 7Up TV documentary series, the next instalment of which should be due this year if they are still doing them and my maths is right. There's a simple, strong concept we can all relate to: reconciling our childhood dreams with the reality of life as an adult. Personally, I just wanted to watch more TV.
I feel smug now: one of the poor buggers ends up up a mountain. My only criticism is that the children are more convincing with their to-camera performances than their adult selves.
I didn't like typography at art school, Letraset, bah! The Hyundai (5) ads are a mix of car and type, they are not interactive in an overly innovative way and I've seen raining type before. There is the odd good shot of the car. Probably the basic nature of the concept reinforces the no-nonsense nature of the message.
Client: Abigail Storms, brand manager
Brief: Establish that Dove is a different kind of beauty brand - one
that believes in diversity
Agency: Ogilvy & Mather
Writers: Dennis Lewis, Joerg Herzog
Art directors: Dennis Lewis, Joerg Herzog
Exposure: 48- and six-sheet posters, bus sides, magazines, Tube
escalator panels, Oxford Circus "five ways"
Project: Muller brand campaign
Client: Andrew Harrison, general manager
Brief: Break the conventions of the yoghurt market to give people an
appetite for life
Writer: Carol Haig
Art director: Phil Martin
Director: Jeff Thomas
Production company: The Paul Weiland Film Company
Exposure: National TV
Project: My club
Client: Darrell McLennan Fordyce, head of sports sponsorship and
Brief: Position Orange as the preferred network among each of the clubs'
fanbases through the brand's association with their club
Art director: Mother
Exposure: Specific teams' match-day programmes
Project: One Account
Client: David Ramsbottom, marketing director, One Account
Brief: Tell people that a One Account mortgage is flexible enough to
help people realise their dreams
Agency: Clemmow Hornby Inge
Writer: Charles Inge
Art director: Charles Inge
Director: Kevin Macdonald
Production company: Rogue
Exposure: Terrestrial and satellite TV
Project: Hyundai brand campaign
Client: Jim Campbell, marketing director
Brief: Position Hyundai as a brand for independent thinkers
Agency: Vallance Carruthers Coleman Priest
Writer: Paul Kemp
Art director: Tim Brown
Director: Matthias Hoene
Production company: Partizan
Exposure: National TV
6. VOLKSWAGEN UK
Project: Golf GTi pre-launch campaign
Client: Catherine Woolfe, communications manager, small cars
Brief: Announce the imminent arrival of the Golf GTi, building
anticipation and excitement
Agency: Tribal DDB
Writer: Ben Clapp
Art directors: Stephen Reed, Ben Clapp
Production company: Tribal DDB