Hallmark: Disparate first thoughts thrown together badly. The lipstick and the high-heel shoe are probably the best but a long way from good.
Philips: The idea of something failing at the crucial moment, be it camcorder batteries or light bulbs, is a well-worn path. There's nothing wrong with the strategy, it's just a familiar one. It then becomes an exercise in finding uniquely entertaining executions. The Philips domino spot is unique and fairly entertaining. If the client sticks with it, this could grow into a great campaign. But the scenarios will need to be pushed harder.
Sprint: Most young travellers feel guilty calling home collect unless it's an emergency. Removing the guilt by suggesting that their parents are worried about them is a clever strategy. However, I think the execution lets them down. If the idea is to play off map iconography (that is, via the 'You are here' arrows) then perhaps the visuals should be more map-like to enhance the idea. On the other hand, if images of a seedy jail or ferocious crocodile are more important, then you need compelling images. These aren't.
McDonald's: Okay, so you've decided on the media. Now go and get an idea.
Levi's: If the product has a unique differentiator, as in the twisted seam. And if that seam equates to a better-fitting pair of jeans. And if that better-fitting jeans gives you more freedom to move. And the ultimate expression of that freedom is to bring an inanimate object to life. And the ultimate expression of that inanimate object is an artificial body.
And that artificial body is a mannequin, the actual showcase for the product.
Then why aren't these ads good? The shots are uninspiring. The retouching is dubious. The typography gets in the way. And the headline is unnecessary.
Ikea: It's a simple idea and a clear message. It's just really corny - people wearing furniture like clothes. Particularly when stacked up against that Ikea ad where the dog comes home and doesn't recognise the house. Now that's a great idea.
Okay, I lied about the sea scouts. But apart from that, I'm a stand-up kinda guy. Honest.
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.
