When you’ve been writing ads for over thirty years, I think ‘relatively recent’ can cover a fairly lengthy period.
For the really old stuff, click the ‘Positively Prehistoric’ link above.
This is pretty current, though – in fact, it’s on air at the moment.
Research feedback indicates that it’s proving very popular with the target audience.
Although I devised the whole set-up here – the ‘Lights, Kamara, Action!’ theme, the use of Chris Kamara commentating on sporting action from the circle in the corner of the screen, the choice of music – it was Kammy himself who came up with most of the commentary. Turns out that his ad libs work better than a carefully-devised script.
And here are some idents for Ladbrokes’ sponsorship of BT Sport’s FA Cup coverage:
Vodafone – ‘Stop the Clock’ campaign
Yes, there are quite a few of them – but they’re only 10 seconds long.
Cross-track posters – click to enlarge and read.
A campaign for the ale named after the renowned fellwalker and author Alfred Wainwright, intended to appeal to a younger market than previously. It seems to have worked; sales are up 61% year on year.
A simple, low-budget (but very effective) print campaign for Bacofoil baking paper.
The TV campaign features one of my favourite endlines: ‘Put Knorr in, get more out’.
The print ad is an example of a quick-turnaround topical ad; having heard the Marco Pierre White quote in question, we got the ad in the papers by the end of the week. He went on to become a spokesman for the brand on TV.
Vodafone – ‘Make The Most Of Now’ campaign
I’ve enjoyed a fair amount of success with advertising briefs thrown open to the general public – aka the ‘crowdsourcing’ method. Perhaps the biggest win was on Peperami; 1100 people from around the world entered the competition run by Idea Bounty and I came out on top. The finished commercial wasn’t quite what I wrote – the script was altered without my involvement before production – but here it is anyway.
I also had a winning entry in a national poster competition run by Oxfam; the ad ran on digital billboard sites around London. And recently, I’ve been successful on a number of briefs posted by Team Darwin, Crowdiate and CrowdPharm / United Nations.
Vodafone – Small Businesses radio campaign
Bill Nighy seems to do quite a few voiceovers now, but I believe this was one of the first radio campaigns he worked on. There were a lot of ads in the series, but these three will give you a flavour:
Kellogg’s Special K
If you click on these ads to read them, you’ll notice that they don’t actually say which location they’re promoting.
Research showed that most people immediately dismiss Malta as a boring destination as soon as they see or hear the name, so we set out to intrigue them enough to visit a website to discover the identity of this fascinating holiday destination.
Vodafone – Christmas
World Child Cancer
British Transport Police
First, a long, thin, blue poster execution for the thin blue line.
Then, a leaflet handed to people asked to walk through a metal detector as part of an anti-knife initiative. (Click on the image to read the copy on the reverse.)
Finally, a couple of posters which appeared on rail and underground stations.
Jeeves of Belgravia
I’ve written plenty of hard-nosed retail ads in my time – the most sustained period being when I worked on the Lloydspharmacy account and we had to produce promotional press ads every week. (One that comes to mind is ‘Pantene for under a pound ten’, when the shampoo was reduced to £1.09.)
Unfortunately, I don’t have any copies of work from that campaign. But I do have the following retail ads, for upmarket dry cleaners Jeeves of Belgravia.
The following were written specifically for the branch near St Paul’s Cathedral:
A spec campaign for the formula milk brand.