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Fizzle or sparkle

It is that time of the year when companies are busy looking at planning and budgets. New creative and strategic briefs are flying through our email systems and we are reading them with much anticipation

It is that time of the year when companies are busy looking at planning and budgets. New creative and strategic briefs are flying through our email systems (no not on broomsticks - Halloween has just past) and we are reading them with much anticipation.

We all want that brief; the one where we can make a difference, push the boundaries and do something with a bit of imagination.

Most products and brands lend themselves to a different approach, but clients must be willing to take that risk. When they are, sparks can fly and sometimes you may even let yourself be momentarily captured by the creative flair.

It's not just the idea that makes the difference, it's the execution. A good idea needs a good execution to light the sparks and let the fire burn brightly.

So at this time of year with fireworks, bonfires and Halloween just over, I thought it would be appropriate to set some of our own fireworks off. Some campaigns are sparklers that look good but don't light; others are spectacular shows of creative genius.

Click on images for a larger view

olmetecOLMETEC
Hypertension - there are so many ads out there at the moment for it. Most of them try to include humour, probably because this therapy area has been done to death (no pun intended). So to see something as eye-catching as this does make you stop and take a second look. Taking charge of hypertension by holding a gorilla - well it is novel.

It is different, it doesn't make a lot of sense to me, but I do like it. It has good impact; the strap line power in your hands works as she is obviously concentrating very hard to control King Kong. Judging by the film, he needs controlling! Is it King Kong or maybe, just maybe, she has found the gorilla from the current Cadburys advert - can I come and listen?

Didn't think it would work, but this one just kept on going!

Ad Lib is a creative critique of healthcare ads and does not take into account the marketing objectives behind the campaigns reviewed.

2nd September 2008

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