PRIVATE VIEW: Danny Searle

A top-notch agency line up in this lot; St. Luke's, Mother, Fallon and Wieden and Kennedy. Some famous clients too; Nike, McDonald's and Ikea. And some brilliant production companies; Radical Media, Cowboy, JFA and Outsider. This should be good. There have been some great spots for Ikea in the past. So the team must have been under quite a bit of pressure. And they've come up with something original and distinctive. A group of stand-over men who want to know why their 'victims' hadn't shopped at Ikea. It's certainly a spot I'd remember but I'm not quite sure if they'd be fond memories. In the Hotjobs spot, a silver ball escapes from one of those executive gravity toys and ends up as a marble in a game some children are playing. "Do something different, more exciting", it says. I liked it, but then I was prepared to invest some thinking time to understand it. Unfortunately, not everyone will. A beautiful, sexy woman walks around a bustling Asian city. Everyone is staring at her. She's a little self-conscious. It seems she has been eating East West Noodles and hadn't wiped her chops. Finally an old woman can't help but ... lick it off her face. We realise the looks of adoration had been for the sauce - not the woman. A fashionable, funny, fast-paced commercial. A perfect match for the product. And the yuppies that eat it. Mum has just spent a fortune on clothes for the baby. Dad is complaining about how much everything costs. "Did we really have to have it?" Then he pulls into McDonald's for a value meal. Obviously, at this price, he really has to have McDonald's. Clear cut and relevant. Beautifully made. This was my favourite. The next spot was for Nike. Looked great with its digicam, quick-cut style. It had a real street-wise feel to it. And I think I liked it, but it was all in Japanese so I can't really judge it. The 'Spinning Kid' spot for Citibank really got my curiosity going. What's all this about then? Great music, great pics. And a nice thought, "A sure way to get rich? Count your blessings". Then it says what most of us feel; that your family is more important than money. Got me so far. Then they reveal who the message is from - Citibank. A bank who cares? Lost me there I'm afraid. Danny Searle, executive creative director/deputy chairman, Clemenger BBDO, Australia 1. IKEA Project: Kitchen Client: Ikea Brief: To encourage more people to go and shop at Ikea. Agency: St. Luke's Art director: Jules Chalkley Copy writer: Chris Wright Production Company: Outsider 2. GRAVITY BALL Project: Chicken Client: Hotjobs.com Brief: To increase awareness of the job website. Agency: Weiss Stagliano Creative directors: Rick Condos, Marty Weiss Art directors: David Paprocici, Enrique Mosqueda Copy writers: Ken Marcus, Dave Holloway Production Company: @radical.media 3. EAST WEST NOODLES Project: Lick Client: East West Noodles Brief: Aiming to turn noodles into a staple of the British diet. Agency: Mother Production Company: Cowboy Films 4. MCDONALD'S Project: Baby Client: McDonald's Brief: Reinforce the perception that McDonald's is reasonably priced. Agency: Leo Burnett Creative directors: Nick Bell, Mark Tutsell Art director: Jonathan Budds Copy writer: Anita Davis Production Company: jfa (June Fuller Associates) 5. NIKE Project: Silent Training Client: Nike Brief: To increase awareness and reinforce the brand. Agency: Wieden & Kennedy Creative directors: John Jay, Sumiko Sato Art directors: John Jay, Hiroshi Yonemura Copy writers: Sumiko Sato, Hidetoshi Nakata Production Companies: @radical.media, Trigger Happy Productions 6. CITIBANK Project: Ukelele Client: Citibank Brief: To highlight that there is more to life than money - Citibank. Agency: Fallon Creative director: Dave Lubars Art director: Steve Driggs Copy writers: Scott Cooney, Grey Hahn Production Company: @radical.media

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