Privateview.(UK ad campaigns)(Brief Article)

Prat. There's a nice thing to greet you upon opening a package from Campaign. I was beginning to think it was a note from Dominic Mills. Instead it was one of two headlines, a term I use loosely, for 2 Microsoft Office. The other, and in my opinion, the more profound of the two, says Tool. The copy in each case explains Microsoft Office is for people who don't prat around or tool around. I can think of another four-letter exclamation for this work.

3 Next Skoda. After the wonderful "something that looks that good couldn't possibly be a Skoda" campaign, we have phase two: "For some people buying a Skoda is still a problem." Another beautifully clear, relevant and fertile strategy. Both commercials are crammed with the type of stuff car manufacturers always want to cram in. Such as What Car? Car of the year award, value for money, smooth ride, good reviews, available in a four-wheel drive option. Fortunately, such verbiage comes appropriately …