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Creative Review: London Olympics, Tennent’s and EMI


By The Drum Team, Editorial

September 1, 2010 | 3 min read

In the latest issue of The Drum magazine Rob Fox, marketing director at, offered his thoughts on the latest creative offerings.

1. London 2012 Olympics (microsite)

McCann Erickson Manchester

A good survey website that aims to engage as many people as possible who want to be part of the Olympics in 2012. The creative is nice and clear and site is very simple to use. By using the survey as both a way to inform and question the user it gets the message across very well. 8/10

2. Perrys Motor Group (TV ad)

The Whole Caboodle

A catchy little cinema advert which had me tapping my fingers. The creative and delivery is very good but I’m not sure it would go viral - after all it is just a brand awareness advert. 8/10 for creative and delivery.

3. Tennent’s (TV ad)


A very nice advert with a great concept and good delivery. Creatively it’s like many other brands trying to establish ‘history’ but takes a slightly different skew on what could have happened. 7/10

4. Modo (website)

Black & Ginger

Obviously a stylish place to be with some good use of photography on the website that grabs the attention but on the downside it’s quite hard to read the copy. The site could do with using a bit more social media to engage customers such as Twitter at the same time so I’d only give the site 5/10 at the moment.

5. EMI (Iron Maiden game)


Another winner from Matmi - I found myself playing the game for ages as it is highly addictive and it’s not a surprise that these guys have nearly every band knocking on their door to do viral games for them. 10/10 for Matmi.

6. Nuance Communications (TV ad)

Mason Zimbler

It’s nice to see a computer software company moving into the world of DRTV and this advert definitely works. The creative idea and demonstration of the software gets a very clear message across about the product and ease of use. 9/10

7. Barker & Stonehouse (TV ad)

Different (& Mask Creative)

The use of stop motion is a really neat way of putting the advert together as it avoids the classic lifestyle shots seen in many other furniture ads. The only thing that I thought let the advert down was the ‘superstyle’ theme - I was tempted to look this up online rather than Barker and Stonehouse. Overall though 7/10

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