FOODLAND
We had swooping crane shots of orchards and fields and mouth-watering close-ups of every fruit and vegetable on God’s brown earth. Seven TV spots. All art directed to perfection by Jane Pritchard. But this simple lock-off truly captures the texture of the entire campaign.
Agency: Draft

BRIDGESTONE
When you’re the Louis Vuitton of tires, no safety demo, animated graph or grinning mechanic is required. Outstanding grip and handling by Art Director Joe Camilleri.
Agency: Griffin Bacal Volny

ADVIL
What other category sees sales climb simply by briefing the creative team?
Great Danish Art Director Leif Nielsen would have preferred a limo, but we settled for a taxi.
Agency: Y&R

CANCER SCREENING
No one wants to talk about it. No one wants to think about it. No one wants to do anything about it. Now go sell that sucker.
Agency: BBDO

CHOICE HOTELS

Ruthless category, hotels. The client warned me that he’d know whether the spot worked within 24 hours of airing. Either the beds got booked or they went unrumpled. Rumplings went way up.
Art directed by Director Rob Quartly of Directors Film Company. Bedspreads and set design by client.
Agency: MacKinnon Calderwood

ROTISSERIE CHANNEL
Cannes, Media Innovation Awards, massive international news coverage, etc. Never have dead birds flown so high and so far. Art Director Doug Bramah put his special spin on this.
Agency: BBDO

Painful category. ASC makes creatives feel so restricted we can hardly move. Hey, wait a minute…
Rustily art directed by Doug Bramah and Jaimes Zentil.
Agency: BBDO

CAPTIONING AWARENESS
Smart advertising doesn’t have to shout. And it wouldn’t help anyway because we’re talking to the people who are talking to the deaf. Strategically obtuse art direction by Darcy Maloney.
Agency: DDB

FREEDOM 55 FINANCIAL
Lavishly produced before the brand was repositioned for a younger demo. And budgets were slashed by the older stakeholders with an eye on their pensions. Masterful art direction by Darcy Maloney.
Agency: bright red

SWISS CHALET
All we wanted people to do is break out of their rut and order from Swiss Chalet instead of dialling that insidious, redundant, musically annoying and hugely successful phone number.
Art Director Doug Bramah took all the leftovers home.
Agency: BBDO

SWISS CHALET
I've been warned to avoid working with children and animals. In this case, the kid was great and the animals were dead.
Art Director Doug Bramah thought the mom was hot.
Agency: BBDO

FREEDOM 55 FINANCIAL
Lavishly produced before the brand was repositioned for a younger demo. And budgets were slashed by the older stakeholders with an eye on their pensions. Masterful art direction by Darcy Maloney.
Agency: bright red