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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
UP FRONT CRE A TI VIT Y Maddocks Talbot Duster Richard Maddocks, Colenso BBDO, Auckland. It’s been ages since I’ve seen a g ood newspaper a d i n New Zealand. In fac t, I haven’t even see the one I’m nominating for Sky TV’s Paris Hilton jail spe cial either, but someone else did and told me about it. Sounds like a good one. Toby Talbot, DDB, Auckland. Not many people know this, but I haven’t always be en Toby (or Tony). My n ame used to be Kunta Kinte. I mention this because the new Yellow Pages ad really took me back to my slave days. Hundreds of decapitat- ed black hands performing menial tasks to a soundtrack of a chain gang. Slightly cr eepy but made the point well. I w as relieved to see they drew the line at flogging though. Must be these politically correct times we live in. Duster, Clemenger BBDO, Wellington. Some years ago my creative director, Terry Hancox wrote an ad for Yellow pages. It had a nifty jingle. The end went l ike this. “So just use the Yellow Pages, it’s full of all the facts you need and so much easier to read, just use the Yellow Pages and Yella Phone for hel p”. And then just last week I saw the new Yellow Pages ad, a nd I think this one’s much better. Cool music track and nice step on f rom ‘let your f ingers do the walking’. Gi ve yourselves a big hand, like it. Darryl Parsons, Consortium, Auckland. Like everyone else in the country I’m sick of technology companies telling me what a wonderful world it is now that we ha ve the internet and cell- phones. Yes I get i t that you can use the internet to look at things and send email, in fact I got it 10 years ago just like my mum and dad did. And yes, I also get that you can use your cellphone to communicate with other people. I’ve had a cell- phone for the last 12 years and don’t need to be constantly reminded what it’s for. Instead, do more of tho se Col enso style Vodafone ad s with th e pictures t hat have the talking mouths. Give me a n offer a nd entertain me while y ou’re doing it. Also, if you really want me to like you stop charging me so much for a service I can get in any third world country for about $4. Rant ends. NZ Oliver Maisey, M&C Saatchi, Auckland. I like Clems’ new LTNZ print ad highlighting speeding around schools that takes the form of a b loody school mural. But I’ ll go for Saatchi’s new Yellow pages TVC. It’s a nice enough idea, and well shot, but what sets it apart is the soundtrack. The best track I’ve heard in years. Guy Roberts, TBWA\Whybin, Auckland. Dirty old Paris i s in the press again or at least her pooch is. The people up the road at DDB h ave done a tidy job on this one. Apparently the cre- ative team had an extremely short deadline in which to create, photograph a nd despatch the c oncept to the newspaper s. Much like myself on getting this to Mr Lynch. So nice perfor- mance from th e Ch ihuahua a nd e veryone else i nvolved. Mmmm I wonder if Dickie’s missing buster? Penny D ’Anvers, Pu blicis Mojo, Auckland. The Moro Black Billboard. This reminds me of those signs you get welcoming you to small towns in NZ. I like how the image has that flat, cut-out look to it and the end-line is integrated in an interest- ing, and cute, way. Funny too. Paul Coghlan, Saatchi & Saatchi, Auckland. My fa vourite cam- paign o ut of NZ right now is t he S peig ht’s G reat B eer Delivery. What’s no t to love about a bunch of Kiwi bl okes uprooting a p ub and shipping it a ll the way to London? It’s bang on for brand, bang on for target market and bang on for originality. Next stop is Cannes for sure. Vaughn Davis, Y oung & Rubica m, A uckla nd. I k inda lik e the Samsung spot where the guy paints the fish t hen colours the bits between black to make them stand out more, but for my money the prize for best plasma-TV-ad-featuring-f ish t his month goes t o Panasonic. St rong idea , br illiant animation. God knows how many underwater docos they watched when they were making this, but the end result looks like it was shot by Jacques Cousteau heemself. Nice one, Clems. 82 CAM PA I GN B RIE F Parsons Maisey 1 Sky TV... ‘done a tidy job’ 2 Speights... ‘bang on for the brand’ JU L Y /AU GUST 2007 CREATIVECIRCLE
September October 2007
May June 2007