Campaign Promotion: It is hard viewing, but it works

with the first three, would be considerably, how best to put this -
"older".

The seven industry judges who joined myself and other Channel 4
executives around the table have, over the years, been involved in
creating some of the most famous TV ads of the 20th century. Take your
pick from Frank Lowe, Hugh Hudson, David Abbott, Dave Trott, Anthony
Simmonds-Gooding, Miles Templeman and Cilla Snowball. Whether as client,
copywriter, art director, director or account executive, we were proud
to have been involved in creating commercials that made the most of 60
seconds and over.

Our task was to view and then discuss the pros and cons of a shortlist
of the best longer form ads aired in the UK between September and
December 2008.

Aviva's "changing name" set the tone for any good judging panel, an
entirely polarised jury! Yes, we knew the ad was part of a global
campaign for Norwich Union's rebranding, and, therefore, it felt wrong
to look at this one ad in isolation. But we couldn't escape from the
fact that it felt, somehow, like three ads stuck together, and not
enough of a standalone triumph.

Barclaycard's "glide" commercial had us murmuring things like,
"pleasant", "bears repeat viewing" and "a lotta fun". It shows a banker
finishing for the day, and stripping down to his swimming trunks to
glide homeward via a water chute from his office. The overall view,
however, held that "pleasant" wasn't enough to take this tale of city
escapism into our top three. In all honesty, it might have benefited
from losing 15 seconds!

Defra's "hazardous food song" rather lost us. A Government department
that deals mostly with matters of life and death must have had fun
commissioning this singalong commercial about not bringing foodstuffs
back from abroad. "How did they get to the singing prawn idea?" we
mused, before moving on to some better grub of our own.

A cute dog starred in the latest "Talk to Frank" commercial. No ordinary
dog, this is a fictional dog called Pablo, who is used as a "mule" to
carry cocaine by drug dealers, and whose voice comes courtesy of David
Mitchell of Peep Show fame. Here, we felt, was an ad that was supposed
to talk to teenagers about the dangers of drug-taking and dealing. Odd,
perhaps, that the baddies were not repulsive enough to put people
off.

There was broad agreement about Guinness' "fridge magnet" - beautifully
made but ultimately pointless. The 60-second spot features a number of
fridges breaking free from their homes as they are drawn towards a
Guinness truck by magnetic force. Over 700 fridges may have been
animated for the end shot, an epic feat in itself, but the jury felt the
ad would have worked better as ten- or 20-second spots.

Warburtons "everywhere" used Tchaikovsky's Dance of the Sugar Plum Fairy
to bring to life the story of a Japanese man who comes to Britain and
discovers, well, Warburtons everywhere. "Bit sensitive on the branding"
David Abbott commented dryly. But it was considered a strong and
atmospheric commercial, well-made and a satisfying use of the long
form.

Three NHS ads promoting healthy eating were very nicely cast and shot
and the format allowed the characters to breathe. "These are 60-second
spots but they feel shorter" was meant as a compliment.

Next we viewed Royal Mail's beautiful "grow" ad, designed to say that
Royal Mail can offer the kind of business advice that will help any
business grow. A straightforward message wrapped up in what is, at
times, an astonishing piece of film.

Our joint runners-up came towards the end of the reel. First up, Sony
HDTV "Bond". Here, tying in with the release of Quantum of Solace, James
Bond appears to be enduring multiple explosions. One of our judges with
film industry access muttered how difficult he knew it had been to pull
off. All double 00s have a short life expectancy, but this commercial
deserves to endure as it represents a highly filmic use of the extra
screen time.

Finally, with Frank Lowe offering his honest critique of his own work
("We can't discuss our own work, but we took deadpan interactive to new
heights here"), we discussed "Christmas Des" for Tesco. High kitsch from
the first to the last second, the ad took a feel-good song and artist
(Chestnuts Roasting on an Open Fire/Des O'Connor) and wrapped them up in
throw-back art direction. If Des expected this to win any awards he
might be disappointed - but, still, it worked for all of us as a fresh
and hard-working long format ad. The previous Christmas, Tesco used the
Spice Girls: consider the economy, and compare the likely fees!

"Story repeating" by Bartle Bogle Hegarty for Barnardo's was the winner,
and our one point of complete (well almost complete) consensus. Hard
viewing, we agreed, but the ad works precisely because of (not in spite
of) its length. Top class and unflinching concept, direction, and
editing combined to create the hard-hitting, powerful story of a
teenager whose life - just like the ad - is stuck in a cycle of abuse.
The post-9pm restriction - and the level of complaints - was no surprise
to any of us.

Our collective message to any clients out there was clear - more
Barnardo's, Tesco and Sony, please. But all of this is just our view, a
very singular judging panel on one day. The single best long-form ad of
2008 has been decided by Film4 viewers via an on-air competition that
ran last month. Viewers voted for their favourite of the 12
industry-shortlisted ads on a dedicated microsite. We're all consumers,
of course, so we look forward to learning who they picked as the overall
long format winner.

- David Puttnam is the deputy chairman of Channel 4.

FOURTH QUARTER: JURY

Chairman: David Puttnam Channel 4

JUDGES

- David Abbott, Co-founder of Abbott Mead Vickers

- Andy Barnes, Channel 4

- Brett Foraker, Channel 4

- Frank Lowe, The Red Brick Road

- Mike Parker, Channel 4

- Hugh Hudson, Director, producer, screenwriter

- Caroline Marshall, Haymarket Brand Media

- Mike Parker, Channel 4

- Rufus Radcliffe, Channel 4

- Anthony Simonds-Gooding, D&AD

- Cilla Snowball, AMV Group

- Miles Templeman, Institute of Directors

- Dave Trott, CST

The Film4 Director's Cut Awards were created in partnership with
Campaign. The awards were created to celebrate brilliant commercials of
60 seconds or longer.

We believe they have encouraged creatives, advertisers, media planners
and TV buyers to successfully develop longer time lengths. With our four
quarterly judging sessions complete, we have revealed the best 12
60-second ads of 2008.

In early January, Film4 viewers voted for their favourite long-form ad
of 2008 via an on-air competition. The winner will be announced later
this month. For more information visit channel4sales.com.

Campaign and Film4 would like to thank the nice people at Xtreme
Information who have helped us research all commercials of 60 seconds
and over throughout 2008. www.xtremeinformation.com.

FOURTH QUARTER: WINNER

Barnardo's - Story Repeating - 'The winner, and our one point of
complete (well almost complete) consensus. Top class and unflinching
concept, direction, and editing combined to create the hard-hitting,
powerful story of a teenager whose life - just like the ad - is stuck in
a cycle of abuse. The post-9pm restriction was no surprise to any of
us'

HIGHLY COMMENDED

Sony HD TV - Bond - 'All double 00s have a short life expectancy, but
this commercial deserves to endure as it represents a highly filmic use
of the extra screen time'

HIGHLY COMMENDED

Tesco - Christmas Des - 'High kitsch from the first to the last second,
the ad took a feel-good song and artist and wrapped them up in
throw-back art direction'

SHORTLISTED

Aviva - Changing Name - 'It felt, somehow, like three ads stuck
together, and not enough of a standalone triumph'

Barclaycard - Glide - '"Pleasant" wasn't enough to take this tale of
city escapism into our top three'

Defra - Hazardous Food Song - 'A department that deals mostly with
matters of life and death must have had fun'

Talk to Frank - Pablo The Dog - 'Odd, perhaps, that the baddies were not
repulsive enough to put people off'

Guinness - Fridge Magnet - 'Beautifully made but ultimately
pointless ... would have worked better as ten- or 20-seconds'

NHS - Girl In Bus Stop - 'Three NHS ads promoting healthy eating were
very nicely cast and shot'

NHS - Shepherd's Pie - 'The longer format in these NHS ads allowed the
characters to breathe'

NHS - Supermarket Wildlife - '"These are 60-second spots but they feel
shorter" was meant as a compliment'

Royal Mail - Grow - 'A straightforward message wrapped up in what is, at
times, an astonishing piece of film'

Warburtons - Warburtons Everywhere - 'It was considered a strong and
atmospheric commercial, well-made'