PRIVATE VIEW: John Merrifield, executive creative director of Saatchi & Saatchi, Tokyo

<p>First out of the bag is the latest American Airlines spot from the UK. </p><p>Dig the Twin Peaks soundtrack from Angelo Badalamenti. And that small </p><p>town Americana thing is lovingly shot and nicely strung together (if not </p><p>a little familiar). But ... "we've removed seven thousand seats to give </p><p>you more room"? As if. Remember, this is an American airline. Promise me </p><p>the stewardesses won't all be surly o-ba-chans (grandmothers). Convince </p><p>me you'll leave on time or better still, spend less time in the air. But </p><p>don't waffle on about the same thing everyone else is. And that end </p><p>line: "The American state at 35,000 feet." What the fcuk is that </p><p>about? </p><p><BR><BR> </p><p>For that matter, what the FCUK is this about? I'm sorry, but the </p><p>commercial is lazy, relying on tricking the audience with lots of </p><p>enigmatic word play involving the now infamous four letters. If this was </p><p>meant to feed the mind, I'm afraid it's a rather slender meal. And with </p><p>all the buzz this brand has generated, I can't help but think it's a </p><p>missed opportunity. Is disappearing up one's own arse really the way to </p><p>move a brand forward? If there's one consolation, it's this endline: </p><p>"f-c-u-kinkybugger." </p><p><BR><BR> </p><p>Fortunately, no such lip-hot-sweaty and pouty-damp-spanky </p><p>pretentiousness on the Taubmans spot. If only real life could be as </p><p>simple, funny and charming as this little gem from down under. Superbly </p><p>cast, confidently handled, with a nice bit of music to play off the gag. </p><p>With so much Aussie humour relying on some feat of testicular </p><p>humungousness, it's refreshing to see such restraint. </p><p><BR><BR> </p><p>Mind you, the makers of the Motorola spot could have certainly used more </p><p>restraint. Like a straight jacket. I don't know quite where to </p><p>start. </p><p><BR><BR> </p><p>Perhaps I should be polite and say that four parodies in one spot is </p><p>about five too many. If there's a bandwagon these guys haven't jumped </p><p>on, it wasn't on Shots in the last four years. You got to hand it to </p><p>McCann's though, they are consistent. </p><p><BR><BR> </p><p>Next up is the latest UK offering from Polo featuring the new strawberry </p><p>and cream smoothies. As send-ups go, this one works (hole couture) </p><p>though I don't think they've captured the magic of some of the classic </p><p>Polo efforts from the past. Pour homme, pour femme, pour la gob is a </p><p>nice touch. </p><p><BR><BR> </p><p>Finally, a delightful bit of illogic brought to you courtesy of Doc </p><p>Martens. Glorious unadorned feet (a podiatrist's wet dream) as far as </p><p>the eye can see. As visual feasts go, these feet are infectious. Not to </p><p>mention the perfect vehicle for their range of open-toed sandals. See if </p><p>you can spot the frolicking lesbian couple in the 'Cinema' spot. Cut </p><p>from the cloth of greatness, these spots are destined to foster foot </p><p>fetishes everywhere. </p><p><BR><BR> </p><p>1. AMERICAN AIRLINES </p><p>Project: Seats </p><p>Client: American Airlines </p><p>Brief: Promote the fact that the airline's seats have more room than </p><p>their rivals </p><p>Agency: BMP DDB, London </p><p>Art director: Neil Dawson </p><p>Writer: Clive Pickering </p><p>Production Company: Academy Commercials </p><p>2. MOTOROLA </p><p>Project: Hands Up Kerville </p><p>Client: Motorola </p><p>Brief: Increase awareness of the Motorola V Box </p><p>Agency: McCann-Erickson, London </p><p>Creative director: Luke White </p><p>Copy writer: Barney Hobson </p><p>Art director: Rick Chant </p><p>Production Company: Jack Strong </p><p>3. FCUK </p><p>Project: Fcukinkybugger </p><p>Client: French Connection </p><p>Brief: More provocative and controversial ads </p><p>Agency: TBWA, London </p><p>Creative director: Trevor Beattie </p><p>Copy writer: Trevor Beattie </p><p>Art director: Bil Bungay </p><p>Production Company: Jane Fuller Associates </p><p>4. POLO </p><p>Project: Hole Couture </p><p>Client: Polo </p><p>Brief: Promote the brand values of Polo Smoothies </p><p>Agency: J.Walter Thompson, London </p><p>Creative director: Jasper Shelbourne </p><p>Copy writer: Matt Lloyd </p><p>Art director: Dave Woodall </p><p>Production Company: Tomboy Films </p><p>5. DOC MARTENS </p><p>Project: Cinema </p><p>Client: Doc Martens </p><p>Brief: Reinforce core brand values </p><p>Agency: Mustoe Merriman, London </p><p>Creative directors: Alan Morrice, Paul Diver </p><p>Copy writer: Mark Prime </p><p>Art director: Lee Hanson </p><p>Production Company: Arden Sutherland-Dodd </p><p>6. TAUBMANS </p><p>Project: Red </p><p>Client: Taubmans </p><p>Brief: To emphasise how the power of colour can change people's emotions </p><p>and behaviour. </p><p>Agency: Young & Rubicam, Sydney </p><p>Creative director: Shaun Branagan </p><p>Copy writer: Shaun Branagan </p><p>Art director: Pete Buckley </p><p>Production Company: Blue Sky Films </p><p><BR><BR> </p><p>These commercials are taken from Campaign Screen, the video magazine </p><p>featuring the top television ads airing worldwide. For subscription or </p><p>advertising enquiries, please contact Roz Parr in the United Kingdom on </p><p>44 20 8267-4659 or email her at roz.parr@haynet.com. </p><p><BR><BR> </p><p>To submit work to Campaign Screen, email screen@haynet.com for details. </p><p><BR><BR> </p>