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Creative Review: David Reid, Because Brands Matter

By The Drum, Administrator

January 28, 2009 | 3 min read

This issue we tasked David Reid of becausebrandsmatter.com with reviewing some of the most recent offerings in the world of advertising. His views are below. Agree? Disagree? Think you could do better? Have your say at the bottom of the page.

Frame

Gala Bingo

Perhaps I’m a bit thick, but it took me three viewings of this commercial to actually figure out the exact storyline. That said, it is a well produced film and it certainly comes over that Gala are free and easy with their money. Perhaps less muttered dialogue from the workies in the van would aid comprehension?

Elmwood

Children 1st

After all these years does anyone seriously think it’s a strong and impactful idea to begin their online dialogue by saying ‘Welcome to the new (insert organisation name ) website? Sadly this sets the tone for what, despite the client’s obviously good intentions, is a cluttered, poorly designed and copy heavy piece of communication.

Bloom Media

Carcraft

I was told by my mum once if you can’t say anything nice, best say nothing at all. Sorry, but I tended to listen to my dad more. What we have here is second hand cars being sold using fourth hand creativity. Whizzy graphics belong in 1980’s video games guys, not the websites of 2009.

CheethamBell JWT

Chicagotown Pizza

Well, seeing as I’ve started..... I suspect the creative team who came up with this effort think it’s a really kick-ass piece of communication. Sorry, but it’s the sort of thing agencies have been doing in the States since Fallon had McElligott in its moniker. The attempt at updating the approach by adding a rotating, flipping cube device adds nothing but a horrible ‘justify the production budget’ piece of imaginary gloss. A scandalously wasted opportunity, in my opinion.

Newhaven

HBOS

The concept of selling HBOS as a place anyone could possibly have faith in right now is obviously a daunting task. Commendably however, the agency have come up with as inoffensive and charming a commercial as could reasonably be expected, with a clearly demonstrated proposition and strong production values. The absence of the Howard era profligacy is a welcome boon.

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