Good Ad Bad Ad

In which a leading advertising expert picks some of the best and worst around. Steve Henry, creative partner at Howell Henry Chaldecott Lury, selects a beautifully crafted furniture campaign - and one for a building society that offers zero interest

IKEA

St Luke's

Really, I'd like to have picked the "Perfect Day" spot for the BBC, like everyone else in our industry, because it's a damn nearly perfect piece of communication. But that's already been picked, so I've gone for the IKEA campaign instead.

I wasn't sure about the "Chuck Out Your Chintz" idea. But the thing about IKEA is that they do buy great work - an agency called Deutsch has run some great ads for them out of New York. And the recent "furniture survey" stuff is spot on - beautifully crafted and with enough thought-provoking elements in it to creep under most people's radar. The point for me is that, as consumers, we have built-in resistance to ads, so as producers of commercials we have to make sure our messages are distinctive - even uncomfortable - enough to avoid instant pigeon-holing.

The survey campaign does that, and there's a new ad which continues the humorous tone of voice really sweetly. In the ad a young girl writes in to a certain Matti Naar at IKEA because she wants an IKEA store near her home. Matti claims he was just about to respond when the girl went above his head and wrote to his superior - thus, in Matti's words, "harming his career".

We see the superior giving Matti a talking-to, but Matti remains imperturbed and announces the new store's location. It's funny, relevant, shows a great understanding of the client's tone of voice and really stands out.

Cheltenham & Gloucester

Saatchi and Saatchi

There are unfortunately lots of contenders for "Bad Ad" this week, and the unlucky winner is this latest ad for Cheltenham & Gloucester building society.

I've seen the ad two or three times now, and I'm still not sure what it's saying. A voice-over says something about the need to move quickly, while the visuals appear to show us an Eskimo lad meeting up with Bigfoot. But I might have got it completely wrong. And whether the lad is lucky to meet up with the yeti (or very unlucky, as I would have thought) is not clear either.

The end-line says something about the building society being run to make me richer. Well, I've got a mortgage with them at the minute, and I'm not sure how their spending lots of money flying people into the Arctic circle is going to do anything positive for my bank balance. It's confused, confusing, and, I think, a rather insulting piece of work.

It must be said, though, that it's very difficult doing work in the financial area - the brief is always "tell people we're big and we're nice". But some agencies have managed to do it with originality - St Luke's, for example, for the Midland Bank - and with apparent integrity, like TBWA Simons Palmer, for Virgin Direct. That's what you need in the financial arena - integrity. If you can fake that, you've got it made.

CORRECTION

Euro RSCG Wnek Gosper was not the agency responsible for the Peugeot 406 Coupe commercial reviewed last week. The agency responsible was Euro RSCG Babinet Erra Tong Cuong. Our apologies.

News
people'It can last and it's terrifying'
Sport
Danny Welbeck's Manchester United future is in doubt
footballGunners confirm signing from Manchester United
Sport
footballStriker has moved on loan for the remainder of the season
Sport
footballFeaturing Bart Simpson
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
New Articles
Olivia Colman topped the list of the 30 most influential females in broadcasting
tv
News
Kelly Brook
peopleA spokesperson said the support group was 'extremely disappointed'
News
The five geckos were launched into space to find out about the effects of weightlessness on the creatures’ sex lives
i100
Life and Style
techIf those brochure kitchens look a little too perfect to be true, well, that’s probably because they are
Sport
Andy Murray celebrates a shot while playing Jo-Wilfried Tsonga
TennisWin sets up blockbuster US Open quarter-final against Djokovic
Arts and Entertainment
Hare’s a riddle: Kit Williams with the treasure linked to Masquerade
booksRiddling trilogy could net you $3m
Arts and Entertainment
Alex Kapranos of Franz Ferdinand performs live
music Pro-independence show to take place four days before vote
News
news Video - hailed as 'most original' since Benedict Cumberbatch's
News
i100
Life and Style
The longer David Sedaris had his Fitbit, the further afield his walks took him through the West Sussex countryside
lifeDavid Sedaris: What I learnt from my fitness tracker about the world
Arts and Entertainment
Word master: Self holds up a copy of his novel ‘Umbrella’
booksUnlike 'talented mediocrity' George Orwell, you must approach this writer dictionary in hand
News
i100
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

Marketing Executive / Member Services Exec

£20 - 26k + Benefits: Guru Careers: A Marketing Executive / Member Services Ex...

Trend Writer / Copywriter

£25 - 30k (DOE): Guru Careers: A Trend Writer / Copywriter: Retail, Design and...

Business Development Manager / Media Sales Exec

£28 - 32k + Uncapped Commission: Guru Careers: A Business Development Manager ...

Digital Marketing Assistant

£17 - 27k: Guru Careers: We are seeking a Digital Marketing Assistant to join ...

Day In a Page

'I’ll tell you what I would not serve - lamb and potatoes': US ambassador hits out at stodgy British food served at diplomatic dinners

'I’ll tell you what I would not serve - lamb and potatoes'

US ambassador hits out at stodgy British food
Radio Times female powerlist: A 'revolution' in TV gender roles

A 'revolution' in TV gender roles

Inside the Radio Times female powerlist
Endgame: James Frey's literary treasure hunt

James Frey's literary treasure hunt

Riddling trilogy could net you $3m
Fitbit: Because the tingle feels so good

Fitbit: Because the tingle feels so good

What David Sedaris learnt about the world from his fitness tracker
Saudis risk new Muslim division with proposal to move Mohamed’s tomb

Saudis risk new Muslim division with proposal to move Mohamed’s tomb

Second-holiest site in Islam attracts millions of pilgrims each year
Alexander Fury: The designer names to look for at fashion week this season

The big names to look for this fashion week

This week, designers begin to show their spring 2015 collections in New York
Will Self: 'I like Orwell's writing as much as the next talented mediocrity'

'I like Orwell's writing as much as the next talented mediocrity'

Will Self takes aim at Orwell's rules for writing plain English
Meet Afghanistan's middle-class paint-ballers

Meet Afghanistan's middle-class paint-ballers

Toy guns proving a popular diversion in a country flooded with the real thing
Al Pacino wows Venice

Al Pacino wows Venice

Ham among the brilliance as actor premieres two films at festival
Neil Lawson Baker interview: ‘I’ve gained so much from art. It’s only right to give something back’.

Neil Lawson Baker interview

‘I’ve gained so much from art. It’s only right to give something back’.
The other Mugabe who is lining up for the Zimbabwean presidency

The other Mugabe who is lining up for the Zimbabwean presidency

Wife of President Robert Mugabe appears to have her sights set on succeeding her husband
The model of a gadget launch: Cultivate an atmosphere of mystery and excitement to sell stuff people didn't realise they needed

The model for a gadget launch

Cultivate an atmosphere of mystery and excitement to sell stuff people didn't realise they needed
Alice Roberts: She's done pretty well, for a boffin without a beard

She's done pretty well, for a boffin without a beard

Alice Roberts talks about her new book on evolution - and why her early TV work drew flak from (mostly male) colleagues
Get well soon, Joan Rivers - an inspiration, whether she likes it or not

Get well soon, Joan Rivers

She is awful. But she's also wonderful, not in spite of but because of the fact she's forever saying appalling things, argues Ellen E Jones
Doctor Who Into the Dalek review: A classic sci-fi adventure with all the spectacle of a blockbuster

A fresh take on an old foe

Doctor Who Into the Dalek more than compensated for last week's nonsensical offering