McCain - Real Tea Times
With this new work and strapline, McCain are obviously determined to put their brands at the heart of British mealtimes - particularly their chips. This may not play well with health and nutrition campaigners, but will probably appeal to busy families such as the ones illustrated here. The spot does a very good job of recreating the hectic nature of modern family life (pace is everything with this ad) and the little pause for the lad to say 'Stop eating the chips!' is a winning touch.
Aviva - Drive App
Once you've hit on a winning advertising formula, there's a risk in rolling it out over and over again. Fortunately, for Aviva, they have Paul Whitehouse on their team. His ability to create character after character is extraordinary, and ensures this campaign continues to deliver. Inevitably, some executions are better than others, but this is a particularly strong version. The pay-off genuinely raises a smile and I still haven't worked out how they've built Whitehouse's arms up to full biker size. Whatever you think of insurance companies, this is enjoyable stuff.
Co-Operative Bank - All The Right Reasons
The Co-Op Bank was once synonymous with caution, care and integrity. Incredibly they have spent the last couple of years riding roughshod over that enviable reputation - losing money, undertaking unwise and unsuccessful acquisitions, and generally trashing their good name. Here comes the climb-back, and I'm not convinced. It's worrying to see such a stereotypical portrait of Africa as a poverty-stricken, dusty and scary continent. And the gentleman in tribal dress promoting a UK bank to UK cutsomers is just confusing. I'm pleased the Co-Op Bank helps to provide clean water to those who need it, but as a piece of marketing this falls wide of the mark.
WarrantyWise - We Publish
On the face of it, this is a cheap and cheerful, celebrity-fronted clip and nothing more. And it's hardly the cutting-edge of creativity. But hang on. While I'm sure it didn't cost a fortune and won't win any awards, it absolutely understands the golden rules of advertising: have a strong selling point, express it clearly and prove it. This spot packs in the client's benefits and undepins them with undeniable evidence. Whether Quentin Wilson is endearing or annoying is open to debate, nevertheless this is smart, sharp, no-frills work with everything in place. More frivolous advertisers should take note.
Hyundai - New Generation
And here's everything that's wrong with auto advertising. Hyundai think they've embraced all manner of groovy street art and have therefore associated their new car with cutting-edge inspiration. However, most of the art is pretty lame, and the vehicle is just another vehicle. If you want to pitch an automobile to people seeking inspiration, you need to do better than a very typical metal box with a wheel at each corner. No amount of 'cool' imagery and music will change that. Considering the available budgets, this sector's advertising efforts continue to be incrediby dull - and in this instance, a bit toe-curling.
Magnus Shaw is a blogger and copywriter.
