PRIVATE VIEW: Marc Lucas

I'm a fan of advertising. I pore through annuals and chew through books on the topic at a rate of knots. I get a thrill from seeing great work, regardless of where it's from or what it's for. Recently I hosted a judging for an advertising festival during my vacation because I wanted to see the ads (to my wife's ire). So when media magazine asked me to be a guest reviewer, I was stoked. If nothing else, it would be an opportunity to restore the karmic balance of some gruelling focus groups I had just attended. When I got my allocation of ads, I was looking for work to like, work that made me jealous, work that made me grin in appreciation. With one exception, I was disappointed. Compaq: It's easy to criticise work. Many clients make it a rule to identify three positive elements in a piece of work before pointing out its shortfalls. In a similar spirit, I will say the headline gave me hope as the file opened on my desktop. The product shots are clean and the layout is sparse, but that's about the best I can say. If I saw this ad in the paper, I'd be hard pressed to remember I'd even seen it, let alone remember what it's saying or what it's for. Sorry. Swiss Army: Swiss Army watch is a product that has inspired some excellent ads from agencies all over the world. These posters, while timely and topical, are tenuous at best. Quotes about war, coupled with military stock shots, do not an ad make. Virgin Mobile: The trouble with being asked to review work from other markets is that you can never be sure if it's better in context than sitting on your desk. These mobile phone ads might be better if you know who you're looking at and what they've been doing recently, but as a lapsed Australian who's spent the last 12 years living away from home, they leave me a bit baffled. The sad thing is, I'm not sure they'd be any better if I did recognise the talent. Shame, really. I expected more from Virgin. Double A Paper: There are product categories where it's a struggle to find something to say, let alone saying it in a way that's memorable and engaging. I would put copy paper at the top of that list. "No jam" is a simple message and this campaign renders it in an intrusive manner. The print is elegant, the outdoor cuts through and the TV is zen in its simplicity. I suspect people don't give much thought to their copy paper until they run out, but when they do they'll probably remember that Double A Paper doesn't jam. Nice work. Fight Crime: I suspect that I'm losing something in the translation with this one. While showing a teenager at the end of marionette strings, the audio gives us snippets of voices from his life - the drug dealer, the teacher, the gangster. The announcer tells us "with the right support, young people will not become puppets of crime" as giant scissors cuts the strings. All very admirable, but what would you like us to do? Teenagers know more than this spot gives them credit for. The simplistic, over-wrought, hand wringing tone undermines the credibility of this and efforts like it. 1010 CSL: This commercial opens with a quote from Chopin, "I wish never even to have a taste of mediocrity." It's a bit late for that, I'm afraid. Featuring Li Yundi, the Gold Medal winner of the Chopin International piano competition, this was obviously a big investment; big cast, great locations, 'name' talent and slick production values - the only thing missing is an idea. The trite vignettes (particularly the construction workers) didn't help much, either. The few times I've seen this on TV, I've been left wondering 'why?' The blurb that media sent over says they want to "build their brand by associating with quality". Flawed logic that led to deeply flawed advertising. 1. Compaq Project: Evo launch Client: Compaq Asia-Pacific Brief: Launch a new business offering in a highly competitive category Agency: Draft Singapore Creative directors: Graham Fordyce, Anthony Peplow Copywriter: Graham Fordyce Art directors: Lim Chye Ling, Anthony Peplow Media used: Regional and local print, email and events 2. Swiss Army Projec: The Peace Movement Client: Jay Gee Enterprise Brief: Position Swiss Military Watch as a brand that is different from all the other watch brands selling on adventure or lifestyle factors Agency: Gosh! Advertising, Singapore Creative director: Lim Soon Huat Copywriter: Noel Yeo Art director: Jonathan Nah Media used: print, in-store posters and Zo-cards 3. Virgin Mobile Project: Virgin Mobile Client: Virgin Mobile Australia Brief: Communicate to existing mobile phone users the benefits of changing carriers Agency: George Patterson Bates, Australia Creative director: The Glue Society 4. Double A Paper Project: Double A Paper Client: Agro Advance Brief: Deliver a simple, single-minded message that says that Double A paper does not jam. Agency: JWT, Singapore Creative director: Norman Tan Copywriter: Joji Jacob Art director: Benson Toh 5. Fight Crime Project: Fight Crime Publicity Campaign 2001/2002 Client: Hong Kong Government Brief: Prevention of juvenile crime in Hong Kong Agency: PMP Advertising, Hong Kong Creative director: David Wong Copywriter: Vincent Tse 6. 1010 CSL Project: Pianist Client: Hong Kong CSL Brief: Focus on CSL's vision to "create a simple life" for its customers by creating a world of perfect communication Agency: Euro RSCG, Hong Kong Creative directors: Rachel Chau, Angela Pong, Almon Lam Copywriter: Yvonne Fok Art directors: Billy Tang, May Wong Media used: TVC, print, direct mail Interested in having your campaigns reviewed? Send submissions to Alfred Hille 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, 28/F, Dorset House, 979 King's Road, Quarry Bay, Hong Kong.

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