DAVID PRIDEAUX

Joint ex­ec­u­tive creative di­rec­tor, Iris

Campaign UK - - PRIVATE VIEW -

London cre­ativ­ity is in in­ten­sive care. That fa­mous wit has lost its sparkle, the eyes that shone so bright are dimmed. All the talk is that his days are num­bered. So, as fam­ily and friends gather round the bed­side, let’s take the old fel­low’s pulse.

UBER has cre­ated an el­e­gant film show­ing a cou­ple danc­ing seam­lessly through a night out in a stylised ur­ban cityscape. The clever bit is that, in­stead of be­ing driven from one des­ti­na­tion to an­other, the pro­tag­o­nists sim­ply hop in one side of a car, scram­ble across the back seat and hop out some­where com­pletely dif­fer­ent. It’s all shot in one take, beau­ti­fully styled and makes Uber feel safe and easy to use. The pulse is strong – let’s check the other vi­tal signs.

In AUNT BESSIE’S new ad, reg­u­lar spokes­women Mar­garet and Ma­bel are com­ing to terms with a new range of chips made from parsnips and sweet pota­toes as op­posed to the tra­di­tional spud. Good per­for­mances and a nice mo­ment when the ad breaks the fourth wall. It’s not a clas­sic but it is a good cam­paign on a tough brief. Blood pres­sure’s fine and the pa­tient’s still breath­ing.

ALDI has some great of­fers – even bet­ter now it has the Brown­lee broth­ers and the theme tune from Su­per­stars. Trou­ble is, the Brown­lees’ best per­for­mances are in triathlons, not stage and screen, and they didn’t get a su­per­star to write the script. Some­thing’s wrong. Nurse, there’s been a down­turn. Get the crash cart and call the rapid re­sponse team.

KAYAK is a travel-book­ing site calling on Euro­peans to film and share “love let­ters” to a coun­try of their choice. Any­thing Europe should be per­fect for so­cial me­dia. But it’ll take more than a few na­tional stereo­types say­ing “I love you” to get peo­ple in­volved. It was only a year ago that 52% of this coun­try told our Euro­pean pen pals to “va te faire

en­culer”. Our worst fears are con­firmed – we’re los­ing him. The rapid re­sponse team has ar­rived. Ev­ery­one out of the room and charge the de­fib­ril­la­tor. Clear!

Fi­nally, we come to E.ON. A film fea­tur­ing Go­ril­laz and a thou­sand danc­ing toys, all pow­ered by so­lar en­ergy. It’s a prod­uct demo and a celebrity en­dorse­ment rolled into one. And it’s re­ally, re­ally good. So many bril­liant mo­ments, as soon as it’s fin­ished you have to watch it again. Co-cre­ated en­ter­tain­ment that’s part-ad, part-promo, part-live event – and in a no­to­ri­ously dif­fi­cult cat­e­gory. It will turn heads, stop thumbs and get shared and talked about ev­ery­where.

What’s that, nurse? The pa­tient is sit­ting up in bed and crack­ing jokes? He wants to know what’s for din­ner? D’you know what, I think he’s go­ing to make it.

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