Ad Watch - June 08

Hot: Sony Handycam
The Brief: It is a pretty ho-hum brief for a slightly jaded video camera brand that needs to get top-of-mind with parents. Basically a regional campaign for a parity product.

The Way In: Predictable. Record your child's first steps, birthdays, first day at school and the likes.

The Creative Leap to an Idea: The most memorable part of a kid's life is funny and spontaneous - not the sloppily or sloppily scripted. Think America's Funniest Home Videos.

The Execution: A wonderfully gibberish song in sync with sequences of kids making a mess, edited down to magic moments. And voila! A celebration of childhood that viscerally connects with parents everywhere.

The Verdict: Albeit it being a ho-hum brief and the way in was predictable, it was very well executed and showed good creative thinking. A salute to the team, and the client for having what it takes to do work like this.

4/5

Not: UOB Lady's Solitaire Card
The Brief: Use the latent brand power of the 'men don't get it' card to launch a premium version of the Lady's Card.

The Way In: Ladies like diamonds, so we show them diamonds.

The Creative Leap to an Idea: Let's see. Show a lady looking at the camera with a sparkling smile, just like a sparkling diamond. Big idea!

The Execution: The client has given the go ahead. Let's shoot a lady with a sparkling smile, and use the product name as headline - at least that will cut through our own jumbled thinking.

The Verdict: A brief to die for; everything else to die of shame of. For what it's worth, David Tang our CEO likes it. Too bad he can't get it!

0/5

DDB Neil Johnson Executive Creative Director