Private View: Steve Straw, executive creative director of Leo Burnett Singapore
Guinness: I love this brand. It's one of those quietly cerebral brands that just demands respect. But these ads don't do it justice. They look good, so the art direction and photography isn't bad. It's the thinking. 'Believe' is such a great proposition. But why spell it out like this with a contrived execution? Is it for aspiration's sake? That's a tired argument and, frankly, a bad one that underestimates the intelligence of the consumer. Not a very good start for a cerebral brand then, is it?
Panadol: An easy product benefit to have fun with. Takes away headaches and stuff. So why waste a perfectly decent opportunity by writing a few expected, horrible puns? These ads won't relieve us from pain; they'll cause it ... 'Nuff said.
McDonald's: Mmm. There is a fun story here somewhere but, unfortunately, the execution is let down by the talent in the ad. If this is a problem that we're experiencing in our markets, then we really need to address it, instead of continuing to work with it. We need to build more time into our production schedules for casting. We need to spend a little more money on our talent. Are these the solutions? I don't know. But I do know that there is no sense in allowing good ideas to be let down by something that we can fix.
BT: I can't understand how someone actually believes people are going to read these ads. Particularly this one ... "Viruses cost organizations $55bn a year. Protect yours with networked IT services from BT."
"Protect yours"? Protect my what? My viruses? Add to that a busy layout with uninspiring visuals that have nothing to do with the headline and you've got a substantial amount of crap in front of you. My sympathy goes to the creative team who must have been forced, no, beaten into making these ads.
FHM: I find the whole execution a little too contrived for my liking.
Sure, manipulate objects and visuals to make a point. But this is going a bit too far. There's just no simplicity here. There's a great topic with no thought given to a simple execution, or a simple idea for that matter. A magazine with an attitude needs the kind of work that will support it. I can't see this doing that.
3 Plus: Out of all the ads I've just reviewed, I like these the most. They show nice thinking. They at least have an idea in them. Unfortunately, the art direction does not work nearly as hard as it could. I also can't help but feel that the idea could be better expressed if a little more time had been spent on other executions. But nice, fun and simple work with a clear product benefit (and not a shopping list). Got any more?
Project: Guinness Foreign Extra Stout print campaign
Campaign: 'Why Not You?'
Objective: encourage Guinness drinkers to truly 'believe'
Client: Guinness Anchor Berhad Malaysia
Agency: Saatchi & Saatchi Malaysia
Creative directors: Edmund Choe, Henry Yap
Art director: Ong Kien Hoe
Copywriter: Primus Nair
Photographer: Melvin Lee
Photography house: Untold Images
Project: Panadol Actifast
Advertising brief: to promote Panadol Actifast
Agency: Ogilvy & Mather
Creative director: Craig Smith
Art director: Yi Ling Tay, Hui Tze Lim
Copywriters: Yvonne Chia, Audra Tan
Project: Breakfast brand outdoor
Advertising brief: a regional breakfast campaign
Creative directors: Tim Souers, C.C. Tang
Art director: Lik Ho
Copywriters: Joanne Lui, Jesse Wong
Production house: Moviola
Project: Group ICT Communication
Advertising brief: to boost awareness
Agency: St Luke's
Creative director: Al Young
Copywriters: Simon MacTaggart, Scott Leonard
Art director: Nick Darken
Production company: Exposure
Project: FHM 'Girl Next Door' contest
Brief: promote FHM magazine's 'Girl Next Door' contest
Client: FHM Singapore
Agency: DDB Singapore
Creative director: Neil Johnson
Copywriter: Chris Lim
Art director: Joel Chin
Project: Dumex Malaysia, 3 Plus
Advertising brief: launch Dumex 3 Plus fine cereals - a product that
gives kids longer-lasting energy
Creative director: Adrian Miller
Copywriter: James Jap
Art directors: Ian Lee, David Sin
Photographer: David Lok
- Interested in having your campaigns reviewed? Send submissions to Atifa Hargrave-Silk in the form of trims, transparencies or video printouts for TVCs plus the TVC itself, and proofs for print ads and posters. Please send all material to Media, 2201, 22/F The Centrium, 60 Wyndham Street, Central, Hong Kong.
This article was first published on Media Asia
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