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
