Warner Brothers - 'American Sniper'
All too often, ads for movies contain too much information and far too much of the movie itself. In short, they're a bit desperate. But this is much more like it. Lean, intriguing but giving little of the story away, this spot actually makes me want to see the picture - rather than leaving me feeling as though I already have.
Beagle Street - 'Sophie'
We frequently hear the complaint that advertising has become predictable and boring, so perhaps we should congratulate Beagle Street for their exploding monster campaign. If nothing else, it's unusual. Of course, having yourself a furry mascot isn't the most original idea (post meerkats, everyone has one), and this fellow looks a bit too close to Gizmo Gremlin for my liking. That said, it's all pleasingly surprising. Whether it conveys a clear message about life insurance is another matter.
P&O - 'This Is The Life'
Hiring a famous comedic face is a tried and tested advertising tool, and there's nothing wrong with that. It's what you do with your comedian that counts. Jack Dee and Peter Kay did wonders for John Smith beer, because the spots were actually amusing. This campaign for P&O cruises doesn't make me howl with laughter, but it's witty enough and - more importantly - its gentle humour will hold great appeal for the target audience. It doesn't make me want to take a cruise, but then very little would.
Confused.com - 'Help Brian'
Brian The Robot is now well established as Confused's mascot, and his little stories haven't been without charm. This latest execution goes heavily for the heartstrings, and it's hard not to feel a twinge of sympathy as his 'eye' flickers and a tear of rain runs down his face. The denouement introduces us to a whole family of Brians, so this concept is clearly going be expanded in 2015. But, as the robot doesn't save anyone money here, I just wonder whether we haven't drfited a little far from the point - selling a price comparison service.
Reed - 'Love Mondays'
I can see what Reed is trying to do here - create a comic character (a quasi Paul McKenna life coach type), and use him to deliver the proposition. These recruitment specialists have been using the 'Love Mondays' notion in their advertising for a while now, and although this execution is a bit of fun, it offers no evidence that Reed can actually deliver better jobs, or perform with any more aplomb than their competitors. So, as there's no real reason to act, it is largely a wasted opportunity.
Magnus Shaw is a blogger and copywriter
