Good Ad Bad Ad

Richard Myers, joint creative director of Saatchi and Saatchi, sniffs out a fresh campaign plus one that's no longer fragrant

Odor-Eaters

Spurt Thud

The wrong clothes you can just about get away with. The wrong hairstyle you can too. The same's true about the wrong car, the wrong wallpaper and the wrong fork at a nobby dinner. But the wrong smell? Now you're really risking social oblivion. Whether it's your feet, your armpits, your breath or your bottom, your attraction to the whole human race is threatened. This is where come into their own.

And here's one of those very neat little ideas that get right into the heart of the matter. By spotting the anatomically similar shape between a nose and a cunningly cropped heel, this 48-sheet poster is a clever way of getting people to mentally place their nose next to a foot and cry for mercy - in the shape of .

It's an incredibly simple visual. Sticking in from the bottom left-hand corner is what at first sight could be either a heel (as if it's being lifted with the ball of the foot still in contact with the ground) or a nose. It's actually a heel, the shot cropped in such a way that it is the same shape as a nose in profile. And in the bottom right-hand corner, there's just a very simple, confident logo that simply says "" - with no other text.

This is one of those brands that's a favourite for student briefs, because there is no doubt about what the product's for, and because it's one of those quirky things that you can get modestly anatomical with - something which always appeals to students.

There's something unpleasant about feet overall, but I suppose that means that are on safe territory right from the start. And I should point out that one of the hardest jobs in the world is to cast a foot or pair of feet, if you want them to look beautiful. There's a real dearth of decent feetn

Halifax

Bates Dorland

I need to say up-front that I don't like musicals, but I'm not letting that impair my judgement. However, if there's one musical I can tolerate it's Oliver! - it's got a decent tune or two. But I'm not letting that impair my judgement either.

This latest effort in humano-civil engineering from the Halifax uses "Consider Yourself" from Oliver! as its jingle. As in previous executions, various dancers emerge from man-holes and choreographically assemble into the shape of a Halifax office on the high street. In the final part, some of the dancers carry in letters to form the Halifax logo on the front of the "office", and exchange them to get them in the right order. And that's pretty much it.

Despite the energy of the dancers, and the pin-sharp choreography, it looks really tired. Worse still, it looks old-fashioned: it's got a real Wednesday-matinee-after-a-long-run feel about it.

It isn't the fault of the performers, though. You shouldn't even blame the director. It's the campaign that's tired - it's had its day. We marvelled at the first execution - a house made of people - and someone shouted "Encore!" Unfortunately, there wasn't really an encore to be had. How many buildings can they make? There isn't anywhere else to go with this idea, unless they are going to start building Turkish minarets for no particular reason.

Like its predecessors, this latest offering looks as if a lot of money has been thrown at it. But what is it all about? The abiding impression I take from it is that Halifax customers do all the work, and surely this isn't what we're supposed to think. If this campaign were an old family pet it should be taking a one-way trip to the vet. Put it out of its miseryn

Start your day with The Independent, sign up for daily news emails
News
i100 In this video, the late actor Leonard Nimoy explains how he decided to use the gesture for his character
Arts and Entertainment
Secrets of JK Rowling's Harry Potter workings have been revealed in a new bibliography
arts + ents
News
Down-to-earth: Winstone isn't one for considering his 'legacy'
people
News
news
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Ashdown Group: Junior Business Systems Analyst - High Wycombe - £30,000

£25000 - £30000 per annum: Ashdown Group: Junior Business Systems Analyst role...

Guru Careers: Talent Manager

£30-35k (P/T - Pro Rata) + Benefits: Guru Careers: We are seeking an experienc...

Sauce Recruitment: New Media Marketing Manager - EMEA - Digital Distribution

£35000 - £45000 per annum + up to £45,000: Sauce Recruitment: The Internation...

Recruitment Genius: Marketing / PR / Social Media Executive

£25000 - £30000 per annum: Recruitment Genius: A thriving online media busines...

Day In a Page

HIV pill: Scientists hail discovery of 'game-changer' that cuts the risk of infection among gay men by 86%

Scientists hail daily pill that protects against HIV infection

Breakthrough in battle against global scourge – but will the NHS pay for it?
How we must adjust our lifestyles to nature: Welcome to the 'Anthropocene', the human epoch

Time to play God

Welcome to the 'Anthropocene', the human epoch where we may need to redefine nature itself
MacGyver returns, but with a difference: Handyman hero of classic 1980s TV series to be recast as a woman

MacGyver returns, but with a difference

Handyman hero of classic 1980s TV series to be recast as a woman
Tunnel renaissance: Why cities are hiding roads down in the ground

Tunnel renaissance

Why cities are hiding roads underground
'Backstreet Boys - Show 'Em What You're Made Of': An affectionate look at five middle-aged men

Boys to men

The Backstreet Boys might be middle-aged, married and have dodgy knees, but a heartfelt documentary reveals they’re not going gently into pop’s good night
Crufts 2015: Should foreign dogs be allowed to compete?

Crufts 2015

Should foreign dogs be allowed to compete?
10 best projectors

How to make your home cinema more cinematic: 10 best projectors

Want to recreate the big-screen experience in your sitting room? IndyBest sizes up gadgets to form your film-watching
Manchester City 1 Barcelona 2 player ratings: Luis Suarez? Lionel Messi? Joe Hart? Who was the star man?

Manchester City vs Barcelona player ratings

Luis Suarez? Lionel Messi? Joe Hart? Who was the star man at the Etihad?
Arsenal vs Monaco: Monaco - the making of Gunners' manager Arsene Wenger

Monaco: the making of Wenger

Jack Pitt-Brooke speaks to former players and learns the Frenchman’s man-management has always been one of his best skills
Cricket World Cup 2015: Chris Gayle - the West Indies' enigma lives up to his reputation

Chris Gayle: The West Indies' enigma

Some said the game's eternal rebel was washed up. As ever, he proved he writes the scripts by producing a blistering World Cup innings
In Ukraine a dark world of hybrid warfare and murky loyalties prevails

In Ukraine a dark world of hybrid warfare

This war in the shadows has been going on since the fall of Mr Yanukovych
'Birdman' and 'Bullets Over Broadway': Homage or plagiarism?

Homage or plagiarism?

'Birdman' shares much DNA with Woody Allen's 'Bullets Over Broadway'
Broadchurch ends as damp squib not even David Tennant can revive

A damp squib not even David Tennant can revive

Broadchurch, Series 2 finale, review
A Koi carp breeding pond, wall-mounted iPads and a bathroom with a 'wellness' shower: inside the mansion of Germany's 'Bishop of Bling'

Inside the mansion of Germany's 'Bishop of Bling'

A Koi carp breeding pond, wall-mounted iPads and a bathroom with a 'wellness' shower