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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
VIEWPOINT VI EWRP OINT UP F FROONNTT GREENWITHENVY The ye ar was 1984 an d I was studying graphic design in th e UK when I first noticed this ad. At the age of 18, I was alre ady SCOTT WATERHOUSE LOVE COMMUNICATIONS, SYDNEY becoming disillusioned wit h t he fussiness and faddishness of graphic desig n. Guys on my co urse who had no idea what an idea was, con- stantly received higher grades than me for polishing graphic turds. Then, David Abbott slap ped me in the face and told me to pack up my magic marker s and Le tra set transfers (remember t hose?) an d switch to an advertising course. This ad made adver tising l ook cool. I f a grey haired bloke could look cool doing ads, just think how cool I’d be. Mr Abbott had even risked his life doing this ad. How cool was that! To me, this wasn’t just an ad for a Volvo Abbott Mead Vickers, London 1984 86 CAM PA I GN B RIE F boxy family car. It w as a recru it- ment ad for the ex citing wo rld of adverti sing (yep, I di dn’t ge t o ut much… who could on th ose t iny student grants that Tha tcher used to begrudgingly hand out). The only thing that confused me a little when I first re ad i t, was th e word ‘writer’. I’d never heard of people who did ads being called writers. To me write rs were peo ple like Jacki e Collins and Harold Robbins. Having said that, it would have completely buggered the headline’s rhyt hm ( and hi s chan ces of a Pencil), if it had read: If the weld- ing isn’t strong enough, the car will fall on the bloke who thought up this advert. And havi ng s aid tha t, all was explained when I re ad the first line of copy: ‘That’s me, lying rather nervou sly under the new Volvo 740.’ The fact that I took the time to actually read the copy speaks vol- umes about the ad. In those days, I even found reading Penthouse a bit of a stretch. To this day, the ad stacks up. It’s got a brilliant idea. Clean, beauti- fully simple art direction. And it still stops you in your tracks. But most of all, I stil l find myself utter- ing the five words that are, perhaps, the biggest complement to any ad: I. WISH. I’D. DONE. THAT. JU L Y /AU GUST 2007
September October 2007
May June 2007