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Fido
Kudos to the creative team for doing something fun with the dog mandate. I can’t believe they found a dog with two heads (one head must have very bad breath indeed). Still, consistent use of a dog is no substitute for a big idea. I find the quirky use of a dog always complicates whatever Fido is trying to say. In this instance, I remember Doctor Dolittle’s Pushmi-Pullyu dog above anything else. Maybe that’s enough to make me watch it again next time it’s on. The telecom category is one that no one can seem to break in Canada. It’s either animals or testimonials.
Agency BOS Montreal Creative directors: Roger Gariépy and Hugo Léger Creative team: Éric Chavagnac, Jean-Christian Bizier
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Toronto Zoo
The creators sure took a crack at humour. A patch-wearing pirate who says, “I couldn’t believe my eye”-aye aye aye captain. It wasn’t to my personal taste, so I’ll pass on judging the rest of the writing. As for the creative strategy, I’m not sure the tone is right. The concept and writing suggest it’s aimed at kids, but I would’ve thought a smart idea aimed at parents would get more numbers. It’s a pretty unique and sophisticated thing to sell-coral reef coming to Toronto. That said, I’m sure plenty of people would find the ad charming and fun amongst the onslaught of retail out there.
Agency Lowe Roche Creative director: Christina Yu Copywriter: Rica Eckersley Art director: Adam Thur
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MADD
This one’s nice enough, but from the first second you know you’re watching an ad designed to make you emotional-the girl on a swing looking sad, the close-up as she looks to the sky, the depressing music. By the time the point is communicated, there’s little room left for your emotions to go. No trick, no twist, no impact. The writing and direction gave too much away at the beginning. Compare it to a great PSA concept from the ’90s: An ad on racism where a list of criminal charges are supered over the image of a tough-looking black man. As you watch his unflinching face and read the list of brutal crimes, you feel nothing but hate. Eventually the supers reveal the man to be the brave policeman who arrested the criminal who committed the crimes. The spot grabs you from the beginning, but the twist gives it a knockout punch. So as nicely done as this MADD spot is, it lacks the impact that a PSA deserves.
Agency Saatchi & Saatchi Executive Creative director: Brett Channer Associate CD/Copywriter: Lyranda Martin-Evans CD/art directors: Helen Pak, Daniel Charron
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LOOKING GLASS FOUNDATION
Like the MADD spot, this ad shows its hand very early, diluting its ability to conclude with the emotional power that you get from the very best PSA campaigns. An anorexic girl on a scale couldn’t be a more obvious visual, but it’s not something you see every day, so the target audience would certainly stick around for the strong copy at the end. And hopefully act. You’d expect troubled girls to take something from it, too. The imagery might be a bit contrived, but the simplicity, subject matter and strong copy carry it to goodness.
Agency DDB Vancouver Creative director: Dean Lee Associate creative director/Art director: Daryl Gardiner Copywriter: Jeff Galbraith
TIM PIPER is a creative director with Ogilvy & Mather
