MAL­COLM POYN­TON

Global chief cre­ative officer, Cheil World­wide

Campaign UK - - PRIVATE VIEW -

Re­mem­ber the film that went around ad­land show­ing a lit­tle vil­lage where all the award en­try ads ran, but only in the month of June: Cannes Lions month? Funny stuff.

Ac­tu­ally, it’s not so funny when you think about it. It paints a sad pic­ture of our in­dus­try. An in­dus­try burst­ing with cre­ativ­ity and orig­i­nal­ity, with client busi­nesses un­der more pres­sure than ever to de­liver re­sults. So why is it, when there’s so much ev­i­dence for cre­ativ­ity sell­ing more, that we see so lit­tle great cre­ative get­ting made week in, week out? Let’s see if this week paints a brighter pic­ture than usual. HELL­MANN’S and Ogilvy & Mather have dared to go against the digital grain with a print cam­paign. I like the thought they’re ex­plor­ing around who on earth first picked up the squid, the prawn or the mush­room and thought: “Mmm, looks tasty.” Feels fresh. And what a great way to pre­pare Brits for even greater odd­i­ties, like in­sects from Asia dunked in mayo! (That’ll be our post-brexit cui­sine.) Alas, af­ter tak­ing in the copy and cam­paign line, it’s not tast­ing as fresh as it first promised. SKODA and Fal­lon put each other on the map back in the first decade of this cen­tury. Both have since had a much qui­eter ex­is­tence. In a world of ads push­ing “con­nected” cars with every digital gizmo imag­in­able, it’s re­fresh­ing to see a car brand pro­pose we “re­con­nect” with things that re­ally mat­ter.

Only, I can’t help but feel there are greater cre­ative mus­cles to flex with the “re­con­nect” thought than Sir Bradley al­lows.

ALZHEIMER’S SO­CI­ETY and Mccann have a tough nut to crack: char­i­ta­ble do­na­tions are fall­ing like a stone (in the UK down by 5% in 2015). The “united” idea feels big. I just find the fa­mil­iar, som­bre char­ity tone pulls it down. To en­er­gise Brits to put their hands in their pock­ets would take the type of cre­ative Mccann showed in its award-win­ning

Xbox poster – some­thing we can en­gage with.

STUB­HUB and Goodby Sil­ver­stein & Part­ners are both fa­mous brands. GS&P has, like Fal­lon, had a few quiet years so it’s great to see the agency up­ping the ante. I love the orig­i­nal­ity of “Ma­chines”, sug­gest­ing ar­ti­fi­cial in­tel­li­gence has net­worked all elec­tri­cal ap­pli­ances and cars, pro­gram­ming them to turn against hu­man­ity. Th­ese are un­apolo­get­i­cally big and en­ter­tain­ing pro­duc­tions that stand out from the ev­ery­day. A bit of a bright spot from all con­cerned.

Fi­nally, SPO­TIFY: client and agency in one. A hot topic in re­cent weeks since Pepsi demon­strated how wrong it can go, while Chan­nel 4’s D&AD suc­cess with “We’re the su­per­hu­mans” showed how it can be the right way to go. And this amus­ing cam­paign makes a pretty good case for it too. Most agen­cies would be damn happy to have made th­ese spots.

Not so happy, the teenage son when he dis­cov­ers his con­nec­tion to the ta­ble he’s eat­ing off. Funny stuff.

Ac­tu­ally, it’s not so funny when you think about it. It paints a sad pic­ture of our in­dus­try. An in­dus­try burst­ing with cre­ativ­ity and orig­i­nal­ity that is, week in, week out, bat­tling to de­fend the right to do more of what it does best.

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