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.
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
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
Writer: Tim Hearn
Art director: Graham Cappi
Director: Mark Tiedemann
Production company: Brave Films
Exposure: National TV
3. THE GUARDIAN
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
4. DEPARTMENT FOR TRANSPORT
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
5. SONY ERICSSON
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
Writer: Fiona Button
Art director: Emma Hogan
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
Writer: Jason Fretwell
Art director: Greg Milbourne
Director: Russell Brooke
Production company: Passion Pictures
Exposure: National TV