The Work: Private View

CREATIVE - Mark Wnek, columnist, The Independent

We can do this the easy way or the hard way. The easy way is with our trade hat on, nodding professionally at The Guardian's (3) announcement of its Health & Fitness supplements in the sensibly creative form of a pretend box of pills to be taken once a week for three weeks (supplement, geddit?). The hard way is imagining this subjected to an icy lack of scrutiny in the real world by someone whose busy life you're interrupting. Would it register? I don't think so.

Lockets (2) the easy way: a counter-intuitive celebration and sponsorship of winter. Quite nice thinking. Are the spots of people falling on their arses and plods sneezing purposely produced so gauchly to give them a feel of real life? Probably. Are they real life? Possibly. The hard way: real people like to see others fall on their arses. I think this will tickle.

Audi (1) the easy way: "Where's the idea?" I hear young would-be D&AD winners shout as the black Audi A6 explodes and fragments into letters (don't ask) which cascade all over what looks like deserted downtown LA.

Every now and then, the letters momentarily form the words vorsprung durch technik. The hard way: people will notice this and be moved by the gorgeousness of the exploding effect and the music and will believe this is possibly the most beautiful car they have ever seen. That's right kids, they will.

Sony Ericsson (5)'s web stuff for the S700 contains an online booklet, among other things. Like the vast majority of web stuff, it's fiddly, annoying and begs to be ignored. I can only imagine the odd geek getting off on stuff like this.

My favourite spot introduces a repulsive Tony Soprano-like animated germ exhorting his cohorts to go forth and yuckify, unaware he's slowly being killed by Domestos (6). Whatever hat you're wearing, this wonderful work grabs you and makes you forget about making tea and remember to stockpile Domestos. Technically lovely (writing, production) with real-world impact.

Unilever magnificently showing this category doesn't have to be boring.

You want the latest Department for Transport (4) Think! spot to work because it concerns the most important thing in the world: protecting our little children. It has an amazing statistic in it: 80 per cent of children can survive being hit at 30mph, while the same percentage die hit at 40mph. The dead girl coming back to life is not well enough done to really bang these facts home, though. Should have used the technical bods from the Audi spot.

Keep giving to your tsunami appeals. And remember: I'm watching you.


MEDIA - Chris Ingram, founder, The Ingram Partnership

I admire the Audi (1) campaign's longevity and consistency, but this commercial felt like a case of using special effects - a car that explodes into geometric pieces which magically create the strapline - to hide the fact that they had nothing to say. It gave me almost no feeling of the values and qualities of the car, emotional or rational.

A disgusting, slimy bug with the character of a Mafioso dominates this commercial for Domestos (6). "Quickest ever Domestos - millions of germs will die." Great! Right on the button. Only one quibble, I viewed this on a Sunday afternoon and had to get the grandchildren out of the room quickly; they would never go to the toilet again if they believed that bug was down there. But then, nor would I!

Lockets (2) is a series of ten-second cameos with a 30-second pulling them together. The theme is "joy in misery". I could see the misery, but not a lot of joy: people slipping on ice and sneezing over people in the Tube. Quite what sucking on a Locket will do for me having fractured my spine, I'm not sure, but I'll work it out. Having said that, I suspect that "owning" winter misery could become a real campaignable idea.

A couple of nice mailing shots using health and fitness supplements (pills) promote a new supplement for The Guardian (3). Nothing earth-shattering, but it also doesn't fall into the trap of trying too hard and losing all relevance. I don't think it matters if all the mailing does is bring a tiny smile to the recipient before he or she throws it away. If that process takes ten seconds, it's still going to be ahead of other media that have research support based on opportunities to see, showing big audiences, but who increasingly don't take up those opportunities.

We're used to powerful ads for the Department for Transport (4) and we're not disappointed. A dead girl delivers a chilling message: "If you hit me at around 40mph, there's an 80 per cent chance I'll die" - the commercial goes into reverse and gradually reconstructs her as the voice says: "Hit me at 30mph and there's an 80 per cent chance I'll live." Gulp! It should have huge impact: ever driven at 40mph in a 30mph zone?

Two banner ads and a pop-up promote the new Sony Ericsson (5) S700 mobile "with megapixel quality". Nothing special about the banner ads - they scroll across the top or side of the screen saying: "Megapixel - take a closer look." Conversely, the pop-up brilliantly demonstrates the picture quality and detail you can achieve with the S700 and using the same screen size throughout as you turn the pages of a mini-book.


Project: Letters

Client: David George, brand communications manager, Volkswagen Group

Brief: Demonstrate that Audis are made from vorsprung durch technik

Agency: Bartle Bogle Hegarty

Writers: Dave Chalu, Dave Lang

Art directors: Dave Chalu, Dave Lang

Director: Pleix

Production company: Blink

Exposure: National TV


Project: Proud sponsor of the British winter

Client: Lucy Cotterell, European brand leader, Masterfoods

Brief: Lockets help people get through the great British winter

Agency: TBWA\London

Writer: Tim Hearn

Art director: Graham Cappi

Director: Mark Tiedemann

Production company: Brave Films

Exposure: National TV


Project: Be Fit

Client: Gazan Arihi,marketing projects manager, Guardian Newspapers

Brief: Promote The Guardian's series of three Be Fit supplements

Agency: Claydon Heeley Jones Mason

Writer: Kristian Wheater

Art director: Simon Haslehurst

Exposure: Mailing to media buyers, supplement packs in cafes, gyms,

shops and supermarkets


Project: Lucky

Client: Jo Rushton, head of transport publicity, DfT

Brief: Decrease the social acceptability of speeding in 30mph zones

Agency: Abbott Mead Vickers BBDO

Writers: Andy McKay, Mary Wear

Art directors: Andy McKay, Mary Wear

Director: Walter Stern

Production company: Academy

Exposure: National TV, cinema


Project: Sony Ericsson Megapixel S700

Client: Martin Lundin, digital marketing manager

Brief: Communicate the image quality, camera-like design and behaviour

of the S700 within the context of mobile life

Agency: Dare

Writer: Fiona Button

Art director: Emma Hogan

Exposure: Internet


Project: Millions of germs will die

Clients: Sean Gogarty, brand development manager; Marcos Angelini,

marketing manager, Unilever

Brief: Show the germ-killing power of Domestos

Agency: Lowe

Writer: Jason Fretwell

Art director: Greg Milbourne

Director: Russell Brooke

Production company: Passion Pictures

Exposure: National TV