PRIVATE VIEW: Danny Searle

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