Advertising Review: How to spice up a campaign
Wednesday 05 November 1997
Bartle Bogle Hegarty
There are ads that rip off movie blockbusters, ads that rip off pop videos, ads that rip off art. Every now and then, there is one that manages to pull it off.
The setting here is the gloomy interior of Harrow School. From a vantage point in the rafters, the director, Harald Zwart, directs our gaze on to a group of girls led by an agitated nun, snaking towards the headmistress's office to be disciplined for some unspeakable crime. You know it's bad when the deputy looks at the incriminating s; she gags and turns away.
A storm is brewing, and there's a sound of clashing thunder. Mother Superior points to the door and the five are expelled. As the heavy oak doors close behind them, their identity is revealed. "What are we going to do now?" Scary Spice wonders aloud.
OK, the Spice Girls are spreading themselves almost as thinly as Harry Enfield and Martin Clunes. Yet, for once, the association works. The ad is part of 's "Live for the Moment" campaign, which has featured a stressed office worker who walks out of his job, but not before leaving a of an unmentionable body part on the desk of his female boss.
The product this time is a throw-away camera called (surprise, surprise) the Spicecam. The commercial is neatly paced and stylishly shot. Janet Henfrey is a natural Mother Superior - she was the dour school teacher in Dennis Potter's The Singing Detective. And, even better, the Spice Girls get only one line.
Diving in at the deep end is no excuse for shirking the style stakes
Life & Style blogs
Sustained immigration has not harmed Britons' employment, say government advisers
War is war: Why I stand with Israel
7/7 memorial defaced on anniversary of 2005 attacks with ‘Blair lied thousands died’ graffiti
Australia facing international condemnation after turning around Sri Lankans at sea
Even when it brutalises one of its own teenage citizens, America is helpless against Israel
Socialist Worker called to apologise over ‘vile’ article saying Eton schoolboy Horatio Chapple's death is ‘reason to save the polar bears’
- 1 Why I'm on the brink of burning my Israeli passport
- 2 Japanese plant experts produce 10,000 lettuce heads a day in LED-lit indoor farm
- 3 War is war: Why I stand with Israel
- 4 L'Oreal cuts ties with Belgium supporter Axelle Despiegelaere after hunting trip photographs
- 5 The true Gaza back-story that the Israelis aren’t telling this week
£70000 per annum: Harrington Starr: Information Security Manager (ISO 27001, A...
£30000 - £45000 per annum + Benefits + Bonus: Harrington Starr: C# Developer (...
£60000 - £80000 per annum + Benefits + Bonus: Harrington Starr: C# Integration...
£75000 - £85000 per annum + ex bens: Deerfoot IT Resources Limited: Biztalk Te...