• Experiencematters
  • Sch_cameron
  • Sch_goshwecan
  • Sch_benefit
  • Sch1
  • Sch_budgetbudget
  • Sch2
  • Sch3
Illustration

Sch… you know who

Posted by Will Hudson,

Advertising agency Mother London are currently working on an ongoing campaign for Schweppes. Inspired by 18th century artist and pictorial satirist William Hogarth the plan is to release a new advert referencing current affairs every two weeks. We caught up with Josh Engmann and Kyle Harman-Turner, the creatives at Mother London who are behind the campaign to find out more.

With the adverts being produced every few weeks how does the process work of deciding which story to cover?

We start out with editorial meetings every two weeks. They include the client, creatives, strategists, the PR agency and the media company. During the meetings we discuss what’s in the news, possible trends and upcoming events. From there we put together a calendar and a shortlist of potential stories to satirize. Essentially, working this way gives us the opportunity to sit around reading newspapers and gossiping about celebrities on a Monday morning. Myself and Josh are now bigger Heat magazine buffs than the girls in the office.

Is this a response to the Blog/Twitter attitude of updating minute by minute reports, just on a much grander scale? Or was it just the most suitable solution for the campaign?

We were never too conscious of the campaign being a response to that culture, in its simplest form we’re trying to continue Schweppes’ history of satirizing current affairs. Though, we were looking to do this in an original way that would be different to conventional print ads. There are probably parallels to be drawn, people want to be updated more and more, whether its on blogs, Facebook or news about Obama’s new dog. What’s important is that each update is as engaging as possible, which is what we’ve tried to do. Having media space to fill every week with a fresh cartoon is scary, but it’s a great challenge.

One of the medias we did discuss was political cartoons. They’ve become a bit of a forgotten media. People often turn the page because they have such a small section, and we thought that was a shame. We wanted to bring it back to life, because when you consider the quick turn around they’re actually really smart.

Do you think it’s important that advertising relates to current affairs?

Advertising doesn’t necessarily have to relate to current affairs, but when it does, it is naturally going to stand a better chance of being of interest to people. For Schweppes, relating to current affairs is vital to this campaign, but it’s a good thing to consider in any advertising, it just helps make your message feel more relevant to people.

Willam Hogarth, the artist referenced for the piece is renowned for his work Beer Street and Gin Lane, slightly ironic that he is now a key influence in advertising a soft drink?

Yeah there is a slight irony, what’s funny is that this campaign was never intended to be about any Schweppes product in particular. But, if you look closely in every drawing you’ll find a hidden Gin and Tonic.

And finally, what news story would you love to see up on the billboards and in the newspapers?

A Michael Jackson theme would be great, but I’m not sure how we’d get something like that past the client. It is really frustrating when we have some really nice ideas that cant go through because legally they’re just not possible. For example, when Jacqui Smith’s husband was found to be expensing pornography, we reacted and had an execution drawn up and ready to go within 48 hours. Just when we thought we’d got it through, the newspapers refused to run it as they thought it to be too offensive. We’ll keep trying so watch this space.

Illustrated by David Hopkins. To keep up to date on all the latest ads check out the dedicated blog (link below).

Wh-300

Posted by Will Hudson

Will founded It’s Nice That in 2007 and is now director of the company. Once one of the main contributors to the site he has stepped back from writing as the business has expanded. He is a regular guest on the Studio Audience podcast.

Most Recent: Advertising View Archive

  1. Johnnolan-hereeast-list

    John Nolan may have the coolest job title on earth, described as he is as “a designer and creator of robots.” An animatronics expert who’s worked on a whole heap of blockbusters (from Harry Potter and Hellboy to Where The Wild Things Are and Clash Of The Titans), John was the go-to guy when Poke and directorial team The Theory wanted to do something pretty special to promote Here East, a new maker space on the site of the Olympic Park in east London.

  2. Valleeduhamel-samsung-int-list

    French Canadian creative Julien Vallée first appeared back on the site in 2008 and a quick search through our archive shows that he’s popped up with pleasing regularity over the years. Julien – who joined forces with Eve Duhamel back in 2013 to form Vallée Duhamel – has a longstanding mastery of creating great-looking, playful and tactile creative solutions and is particularly skilled at lending his unerring sensibilities to all manner of brands from AOL and Hermès to a Quebecois development capital organisation.

  3. Sj4-home

    A new ad tells the story of a chewed up pen lid, a jelly baby, a princess and a peanut who are all rather concerned about infants choking on their very beings. Created by BBH London, John Ayling and Associates and animators Si & Ad, it’s something of a departure from St John Ambulance’s usual tone.

  4. List

    When it comes to a company with as global a reach as Pepsi, the possibility for commissioning brilliant creative work seems almost limitless, and this suggestion is truly put to the test at New Years. To celebrate the beginning of 2015, Pepsi brought London-based art directors and filmmakers HarrimanSteel on board to recreate the process of nuclear fission on an enormous scale.

  5. List

    We’ve all been there – the slightest twinge and it’s straight onto Google to terrify yourself with what it all might mean in the worst case medical scenario. DDB Brussels have taken that premise as the basis for this spot for Flemish online health platform Gezondheid en Wetenschap, which aims to underline the importance of getting information from reputable sources. While the starting point may be a staple topic for observational stand up comedians, the DDB team have pushed it to the extremes and the execution makes the most of the raw material. A nice extra touch uses Google Adwords to warn people to seek proper professional help when the search for symptoms like “twitching eyelid.”

  6. List

    There was a time when a great video was enough. Come up with the idea, film it with the right production values, whack it up on YouTube and watch the hit counter go through the roof. But that was then, and now viewers expect more. They don’t want to just consume online content; they want to control it. There have been several innovative and exciting interactive videos where the viewer can call the shots, change things up and make decisions that affect what they’re seeing. But too often this can come across as a gimmick, a fun but ultimately futile set of bells and whistles that don’t really add anything to the experience.

  7. List

    The Coca Cola trucks, the red cups at Starbucks and now the John Lewis Christmas adverts; the commercialisation of Christmas is nothing new but these days the touchpoints seem more clearly defined. The latest John Lewis spot by adam&eveDDB was unveiled this morning and there’s no doubt it will massively split opinion. Some will castigate its formulaic saccharine sentimentality, while others will love its unapologetically heartwarming fluffiness. Also (SPOILER ALERT!!) some will see the Calvin &Hobbes style twist coming but I admit I really didn’t.

  8. List

    Ambition is an often underrated component of creative undertakings, but that’s not a charge that can be levelled at Robert Bösch’s genuinely astonishing shoot for Mammut’s 2015 campaign. Working with hundreds of specialist climbers, Robert took this extraordinary series of images to mark the 150th anniversary of the first ascent of the Matterhorn ridge by Edward Whymper. These pictures have been doing the rounds for a few weeks now but if you haven’t come across them yet then let yourself be dazzled by their brilliance and the organisational feats that brought them into being.

  9. Main

    IKEA are known for using their stores to promote their goods (I’m referring of course to the highly successful ad where they filled one of their shops with cats and filmed it) and today they’re back with a new spot to celebrate Hallowe’en. This time they’ve taken the famous scene from The Shining where Danny rolls around on his trike and inserted that same ominous fear into their own store. I swear anyone that puts a Rail Cam anywhere and follows a kid on a small tricycle around for a while is going to give everyone the heebie-jeebies, and this is no exception. The ending’s a bit weird, but at least you’ll be able to sleep after watching it, which is more than I can say for the original.

  10. List

    Forget what you think you know about surfing; the “gnarly dudes” on the hunt for “tubular waves” (I’m basing most of this language on Sean Penn’s character in Fast Times At Ridgemont High, but you catch my drift). Finisterre’s latest surf film is more in line with Jonathan Glazer’s legendary Guinness ad than any piece of footage you’re likely to see for O’Neill or Billabong. For one thing it’s not set in an exotic location – there are no bikini-clad babes – as they’ve traded warmer waters for the icy depths off the coasts of northern Scotland and Ireland.

  11. List

    It was 17 years ago (!) that the BBC released a star-studded cover of Lou Reed’s Perfect Day, and tonight they marked the relaunch of BBC Music in a similar way. Musicians from Pharrell Williams and Stevie Wonder to Lorde and Chrissie Hynde weigh in on this heavyweight effort that more than anything confirms the strength of the BBC’s pulling power. Sure some people will find it cheesy as hell and on balance it’s probably not as good as Perfect Day but when you can roll out guns as big as these it’s sometimes fun to put them all together and see what happens. Also the song’s writer Brian Wilson of The Beach Boys plays a piano with a tiger on it. Because, well, just because I think…

  12. List

    Is there nothing Tim and Eric can touch without turning it into a gleaming hunk of gold? I’d have imagined that homeware would be simply too dry for their unique brand of slapstick, but somehow the American comedy duo have succeeded in making an ad for GE Link lightbulbs, dreamt up by BBDO New York, which is pant-wettingly funny and super slick without undermining their usual offerings on American channel Adult Swim.

  13. Main

    Spectacular promo film here from Reebok, inviting you to “give me your classics and I’ll show you the future.” As well as taking you swerving around northern A-roads in a BMW E28 M5 (dream car) stopping briefly on the way to pick up a blonde girl in the leafy suburbs (dream babe) this short film perfectly promotes the nostalgia associated with the Reebok Classics.