The Work: Private View


TIGER SAVAGE, head of art and deputy creative director, M&C Saatchi

It's bank holiday Monday; it's a beautiful day and I'm working. As you can imagine, I'm not feeling at my best, so apologies to anyone I offend - I respect anyone who gets a half-decent ad out these days after the fiddling from account men, clients, creative directors, research groups and design companies telling you what typeface to use and where to put it. So, well done all for actually getting to the finish line.

First up, Guinness (1) brings back John Gilroy's famous toucans. If you're going to pay homage to one of the best advertising poster designers of the 20th century, you have to make it better, or at least move it on and make it your own.The only one in this campaign that gets close is the toucan doing a Kate Winslet in Titanic. Top marks to the illustrator.

Next, two print ads for National Children's Homes (3), urging us all to join it on sponsored walks for the charity. I was a huge sponsored walker when I was a child, but I don't think these ads would have got me out of bed.

I'm all for slick layouts and minimal copy, but these ads lack any really compelling information. This is an emotive subject lacking emotion. Shame.

T-Mobile (2) owners have X-ray vision, which is probably every bloke's number-one super power to have. Disappointingly, our boy here only looks at a girl's tattoo ... as if. I would have loved to have seen our girl go somewhere more surprising with her mates, but love the Goldfrapp soundtrack.

Another T, this time from T-Zone (6), featuring disturbing flesh-like masks on the floor of various teenage hangouts. Think children will love this sinister spot (sorry), hidden away in their dark rooms having just discovered Nirvana. Nicely directed. Medical being a tough category, this certainly stands out.

Department for Transport (5). When I first viewed this ad, I thought I'd been sent a dodgy VHS. Turns out the whole ad has been shot on a mobile phone. This ad is genius. A take on the happy-slap genre. A cautionary tale for children to remember to use the Green Cross Code. Bovvered?

The jurors will be.

Last, but not least, a beautifully shot cinema commercial for Breakthrough Breast Cancer (4). The ad features a situation that thankfully I've never been in - not everyone can wear a Viv bustier and six-inch heels. Cheesy music accompanies women arriving at glam parties only to discover another girl wearing the same outfit. What follow are vignettes of hair-pulling, cake-throwing and (my favourite) head-dunking in water. Cut to two girls arriving in the same Breakthrough "target" T-shirts, who rather disappointingly just smile at each other like kindred spirits, proving girls who wear the T-shirts are stylish, caring, sharing types and you girls (I know there are at least another ten in advertising) can be one too.


HELEN CALCRAFT, managing director, Miles Calcraft Briginshaw Duffy

Sometimes there's a lot to be said for looking back and I applauded loudly when I saw the return of the vintage icon that is the Guinness (1) toucan. He makes for some very simple and distinctive posters. My only questions on this work are strategic: do enough people know that Guinness wasn't previously shipped in from Dublin? And what does St James's Gate bring to the party, taste-wise, and why should I care? But then I have just shown this work to an Irishman in the office, who has pointed out that I am both a girl and a complete ignoramus (interesting career move), so maybe these questions are invalid?

It's properly gutting if you turn up to a party to find someone wearing the same outfit as you. The Breakthrough Breast Cancer (4) ad brings that truth to light in a stylish, witty and engaging way. A beautifully directed ad that is a pleasure to watch. I also think it succeeds because it is memorable. But do you know what? Breast cancer is a deadly enemy to women.

And there's a bit of me that's not ready to reduce it to a means of joining the "fashion sisterhood".

The Department for Transport (5) ad is devastating. Brilliant. It's amazing how few words you need when you are presented with one of those very rare commercials that remind us all why we get out of bed in the morning and strive to be the best we can be. Hmm. Might need a few more words for T-Mobile (2) as I am wondering how to articulate my thoughts. Well, "mates' rates" is a good marketing idea and this is a campaign with some strong work under its belt. In addition, the thought that you can afford to stay in touch with everything is appealing. The music's also good. My beef is that you have to work a bit too hard to decode the idea, largely because some of the special effects aren't very special. Er, is that really a tattoo?

I confess that it's hard for me to write about T-Zone (6) because it was the first brand we had at the agency and, despite our best efforts, we never got an ad away. I'd like to able to indulge in a little Schadenfreude but, damn it, I am struggling to say anything mean. This ad has a really good insight in it about how people feel when they have a face full of spots. It's a simple idea and it's very well executed, if spooky. David Fowler - I salute you as a client prepared to take a risk. Why didn't you manage the brand six years ago?

The National Children's Homes (3) executions are striking in their simplicity and their clear, immediate identification with children. My discomfort may be personal (and it may be evidence I am a bit jaded) but, in a world full of demands on our pockets and time, I am looking for a compelling and urgent reason why I should get my trainers on and raise some money for this no doubt very worthy cause.

1. GUINNESS Project: Irish Guinness Client: Russell Jones, marketing director, Diageo Brief: Let people know that all Guinness is now brewed in Dublin Agency: Abbott Mead Vickers BBDO Writer: Mark Fairbanks Art director: Markham Smith Illustrator: Warren Madill Exposure: National posters 2. T-MOBILE Project: Mates' rates Client: Phil Chapman, director of marketing, T-Mobile Brief: Promote T-Mobile's mates' rates Agency: Saatchi & Saatchi Writer: Cassandra Yap Art director: Marion Cohen Director: Jason Smith Production company: Home Films Exposure: TV, cinema 3. NATIONAL CHILDREN'S HOMES Project: Step out for children Client: Morag Pavich, project manager, National Children's Homes Brief: Recruit fundraisers and raise awareness Agency: Archibald Ingall Stretton Writer: Chris Lapham Art director: Debs James Photographer: Richard Maxten Exposure: National press 4. BREAKTHROUGH BREAST CANCER Project: Fashion targets breast cancer Client: Peter Reynolds, director of fundraising, Breakthrough Breast Cancer Brief: Raise awareness of the fashion targets breast cancer sleeveless T-shirt Agency: Rainey Kelly Campbell Roalfe/Y&R Writer: Zac Ellis Art director: Richard Littler Directors: Harvey & Carolyn Production company: The Pink Film Company Exposure: National cinema 5. DEPARTMENT FOR TRANSPORT Project: Teen road safety Client: Lisa Gossage, publicity officer, Department for Transport Brief: Trigger teenagers to think twice at the roadside Agency: Leo Burnett Writers: Paul Jordan, Angus Macadam Art directors: Paul Jordan, Angus Macadam Director: Chris Palmer Production company: Gorgeous Exposure: National TV, cinema 6. T-ZONE Project: Mask Client: David Fowler, marketing director, EC De Witt Brief: Establish T-Zone as a natural alternative in the prevention of spots Agency: Euro RSCG London Writer: Dom Gettins Art director: Olly Caporn Director: Luis Gerard Production company: Great Guns Exposure: National TV

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