Campaign: Second Opinion

Chris Wood, director of Communique London, has launched ad campaigns for Diageo, Carlsberg and Yahoo! Beyonce, Britney and Pink, not to mention Becks and his new pals Raul and Roberto Carlos. A powerhouse brand and two epic TV ads - surely that equals a dream PR brief?

Or was it a hiding to nothing, with the very expectation of blanket coverage and the interests of two clients, an agency and the aides and advisors of that global talent list to take into account?

Ketchum probably veered between those two perspectives. There seems to have been little creativity in the media campaign, although there didn't need to be. What was needed, and what Ketchum delivered, was a real understanding of how celebrity-driven media works.

The implementation and exploitation of collateral was top-notch, and I particularly liked the drip-feed approach, which kept the ads on the news agenda beyond the natural window created by the first airings.

Pepsi's endorsement deals successfully provided the holy trinity of celebrity access, photography and appearances - PROs will know that one, two or three of these are often notable by their absence when launching an ad.

That, and the fact that it had time to plan, meant that Ketchum was dealt a strong hand. It played it very well and will no doubt be delighted with the volume and value of coverage generated.

But I can't help wondering whether the values and aspirations of the brand itself got lost somewhere as mainstream media got hooked on the story. This might have been 'the greatest ad ever made', but when your goal is to drive affinity with a youth audience, do you really want that sort of response from the Daily Express?

Creativity: 1

Delivery: 5


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