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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
U P A T CR E F RIOVNI TY Worthington Cochran Blood Nick Worthington, Publicis Mojo, Auckland. Nice simple TV ad for Coastguard from DDB that really took me by surprise and a timely reminder which made me think how crap it would be to sink in my little rubber inflatible. I’ll try not to reverse into any rocks, and I might even join the coastguard. Steve Cochran, Colenso BBDO, Auckland. A viral for Bond & Bond. Always thought it’d be fun to make a spoof of someone else’s ad. But never considered how it would feel to have one of mine spoofed. Now I know. Nice. You guys get my pick, do I get a credit? http://www.youtube.com/watch?v=3IIGUZFD7Us Andy Blood, TBWA\Whybin, Auckland. I’m going to pick the Yellow Pages ‘Black Hands’ commercial because it was voted ‘Most Hated’ ad at the recent Fair Go People’s Awards. But I love it. Distinctive, involving, on brand, clear and single-minded. 5/5 in my book. Paul Young, Clemenger BBDO, Wellington. Samuel L Jackson did it for Barclays. Now it’s Harvey Keitel’s turn to do it for Steinlager. He gives Steinlager instant cool appeal. This is a cool ad - cool dialogue and a cool packshot. I’m drinking a Steinlager Pure now and I feel a bit cooler than usual. Celebrity endorsement ads really do work, with the notable exception of the Noel Leeming ‘Erin Brockovich’ ad. What were they thinking? NZ Gavin Siakimotu, DDB Auckland. The poster for Ugly Betty made me chuckle. The paper bag over her head has made her infinitely more appealing to those lonesome window shoppers with naught to do on a Tuesday night.Well done. Kate Catalinac, Saatchi & Saatchi, Wellington. I love DDB’s recent print work for The National Foundation for the Deaf. Striking typography trans- lates a hearing difficulty into a reading difficulty, and you get it instantly. It’s insightful and sympathetic, but with enough spine to actually make you think about the issue. The whole campaign was great. Vaughn Davis, Young & Rubicam, Auckland. VW ‘Finance Director Wanted’. When I first saw this simple little spot for a VW dealer finance offer I wondered what the actual, client-approved version would look like when it ran the next day. Then I saw the same ad again – lots. No car, no shouting, noth- ing but that matter-of-fact tone of voice that great VW ads have always had. Nice one, VW client. Connan James, M&C Saatchi, Auckland. DDB has taken the oldest and most cliched of student briefs and absolutely killed it with ‘Last Longer Pillows’ for Durex Performa. Images of incredibly ugly girls printed on pillows help you with endurance issues. Genius. It helps that Durex is a genuine client so there isn’t even the whiff of a scam. Tim Howman, Saatchi & Saatchi, Auckland. For me it’s unquestionably DDB’s ‘Deaf Awareness Week’. The typography is compelling and relevant. It really gets the message across, well… loud and clear. 142 C A M P A I G N B R I E F Young Siakimotu 1 TV2... ‘Made me chuckle’ 2 Deaf Foundation... ‘gets the message across… loud and clear’ N O V E M B E R / D E C E M B E R 2 0 0 7 CREATIVECIRCLE
AWARD Awards 2007
September October 2007