So we've discussed how much they pay. But are they any good?

Actually, I think maybe they are now.

Here's the new spot for Drench mineral water.



Puppets are funny. Fact.

Okay so it drags a tiny bit - the 60 is probably better than the 90 - but the sight of Brains grabbing his crown jewels is not one I'll forget in a hurry. Even logic-fans will be thrilled, because all that lovely entertainment is fully justified with an endline about Brains performing best when hydrated.

Exhibit B, this ad, with the remote-controlled plane. A funny idea, with great casting and great performances. What more do you want? Toyota is carving out quite a nice little VW-esque tone of voice for itself.



And let's not forget the awesome 'Tide' spot for Big Yellow Storage.



Even their print is getting better.

I saw a cracking tube card the other day for the Prius. It was just a picture of the car, and the words "The bandwagon. By Toyota."

CHI have always had some good Creatives - like Charles Inge, Mickey Tudor and Brian Turner. But the work was inconsistent. I thought the Telegraph 'Bestseller' campaign wasn't bad, and the Tango spoof was okay. But nearly everything else was abysmal. Especially British Gas.

So why the improvement?


Two words. Ewan Paterson.

Since he joined, the graph has moved in only one direction.

I like that. I like the fact that they have the same Suits and the same Planners, but a great new CD makes a great difference.

I know Ewan from DDB days, so I'll probably get accused of arse-licking.

It won't change the fact that he's doing a pretty nice job over there.

53 Comments