David Reviews

 Biting the hand that feeds us since 2002.

IKEA
"Win At Sleeping"
60s
11 January 2017
UK Furniture Retailers

Ikea turn the struggle to get a good night's sleep into a competitive sport in this rousing ad. Featuring the persuasive vocal stylings of former sports coach and current motivational speaker Derrick Moore, sleepers are framed as athletes gearing up for the biggest test of their careers: eight full hours.

The small details are particularly satisfying here: including the 'Snoozin' Jo' boxer-style robe, careful selection of appropriate footwear (slippers), and night cream applied in the manner of warpaint. The final shots of determined sleepers launching themselves into bed are akin to crossing the finish line: presented in triumphant slow motion as they victoriously drift off into dreamland. Medals all round.

Domino's Pizza
"Winter Survival"

Chris said:

great acting


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IKEA
"Win At Sleeping"
60s
11 Jan 2017
Ikea turn the struggle to get a good night's sleep into a competitive sport in this rousing ad. Featuring the vocal stylings of motivational speaker Derrick Moore, sleepers are framed as athletes gearing up for the biggest test of their careers: eight full hours. The small details are particularly satisfying here: including the 'Snoozin' Jo' boxer-style robe and night cream applied in the manner of warpaint.

Bodyform
"Blood"
70s
31 May 2016
When we heaped praise on AMV's Stirling Gravitas work for Tena, we expressed the hope that the agency might be allowed to take a similarly edgy approach to products aimed at women. And have they? By heck, they have! This is a simply fantastic piece of work reflecting an up-to-date approach without a hint of condescension.

Waitrose
"Fish"
40s
9 May 2016
The latest instalment of Waitrose's campaign celebrating the freshness of the food available from the supermarket is probably the best yet. Anyone with concerns about fish stocks will want to know whether the cod they eat has been responsibly sourced so buying it from a retailer they trust makes perfect sense. Plus the food looks ace.

Waitrose
"Chickens"
45s
19 Apr 2016
More from the live feed at one of the farms supplying Waitrose in this ad featuring chickens. Once again, there's no voiceover and this cleverly adds to the sense of the rural idyll providing the posh supermarket with all its wares... a point underlined by the super informing us that only Waitrose can promise all its eggs are free-range.

Waitrose
"Cow"
45s
15 Apr 2016
To highlight the wholesomeness of the food on their shelves, Waitrose are enabling punters to watch a live feed from some of the farms that provide them. It's a satisfyingly peaceful watch and a sweet idea... though it probably isn't a great idea to signal how few people are actually watching it any given time... it's 37 at the time of writing.

Rémy Martin
"Jeremy Renner"
60s
22 Oct 2015
Renaissance man Jeremy Renner teams up with cognac brand Rémy Martin to show why it's wrong for him to be labelled as just an actor. As well as flinging arrows as Marvel's Hawkeye, he also directs, renovates, and sings... and he also likes to settle down with a drink among friends. He could be construed as a bit of a show-off, but the actor's varied talents are depicted through some slick transitions by Stink's Ne-O.

Breast Cancer Now
"The Last One"
60s
14 Jun 2015
A group of women weave their stories together in this profoundly moving ad for Breast Cancer Now. One by one they tell us they won't be the last to find a lump, or lose a breast, or find it's spread, or tell the children. They won't be the last to die from the disease. But their message is that with our help, there will, one day, be someone with the distinction of being the last person to die from this disease.

Tetley Tea
"History Song"
30s
24 Dec 2014
Having resolved an alien invasion in the last commercial, the clever tea folk bring an end to a medieval conflict that they don't understand. It's the latest instalment in a campaign based on the idea that if only people would sit down and have a nice cup of tea together then the world would be a happier place. Maybe that's what Seth Rogan and James Franco should have been doing in North Korea... making tea for Kim Jong-un.

Smirnoff
"The Double Side"
2 mins 10s
30 Sep 2014
Made for the African market, this energetic ball of fun follows the exploits of three young men who make their daytime workplaces their entertainment venues by night. Boxing rings provide stages for rap battles, a conveyor belt is transformed into a catwalk and a barber's shop becomes a nightclub. The interesting, unlikely choice of music - Audio Bullys' We Don't Care - works extremely well.

Direct Line
"Scalextric"
30s
7 Apr 2014
A scalextric set is used to illustrate the difficulties of managing multi-car insurance as John Hannah explains that Direct Line's service is superior to their rivals and - because it isn't available on price comparison sites - you'll have to contact them yourself to find out more. Which -as we've said before - is a strange boast as it isn't the least bit convenient for us.

Direct Line
"Nintendo Accident"
30s
1 Apr 2014
When you're insured to the hilt, kicking over your television feels like winning the lottery. At least that seems to be the implication of this ad for Direct Line which has a father and his daughter doing some terminal damage to theirs while playing a video game only for mum to roll her eyes and consider whether they should take the cash or have it replaced.

Direct Line
"Park Walk"
30s
28 Dec 2013
A family watch their car being written off by a passing lorry with a teddy on the front (nice touch), but luckily for them Direct Line can sort everything out. As the VO explains what they can expect from their cover, the trademark red line snakes alongside their new car in a way that's a little bit disturbing, before resolving itself into a 20% discount sign.

Direct Line
"15% off Pet Insurance"
30s
10 Oct 2013
Direct Line does its now-established thing again - this time for pet insurance. There are savings for multi-pet households, and just to keep things visually interesting there's also a cute shot of a kitten snuggling up to a couple of puppies. Oh look, it's yawning. Aahhh.

Direct Line
"Multicar"
30s
26 Jul 2013
The by now instantly familiar graphic is turned into several cars here as the VO explains the benefits of multicar cover with the insurer. As with others in the series, it doesn't dazzle, but it's a solid, hard-working ad that gets its points across clearly and persuasively. Come to think of it, DAVID's car insurance is due for renewal shortly... hmm.

Direct Line
"Tree"
30s
17 Jul 2013
If you saw a bloody great lump of wood fall from a tree with enough force to crush your car, you might be filled with profound thoughts about the fragility of your own mortality rather than concerning yourself with the details of your car insurance but this woman can rest assured that her car will be replaced when it's randomly annihilated.

Direct Line
"Multi-car"
30s
8 Jul 2013
This campaign has its own distinctive look, recognisable sound, and uses its graphic concept to get its message across clearly and strongly. But only if you're paying attention. Because the one problem is that all the ads look very similar, and there's a danger of dismissing a new execution too soon because you think you've seen it before.

Direct Line
"New for Old"
30s
30 Jun 2013
Direct Line understands the value of ensuring that their commercials are instantly recognisable and they certainly appear to prioritise this over creativity. And who can blame them? They've built a hugely successful business on the back of this strategy and the strong branding here underlines the approach.

Asda
"Little Angels"
30s
25 Feb 2013
Asda's Little Angels nappies: "As tested by families and chosen by mums". Hmm. Surely they'd only be tested by babies? DAVID is fighting an unpleasant image of a whole family of nappy wearers, which isn't improved by the knowledge that the advertised product is both comfortable and absorbent.

Totaljobs.com
"Interview"
30s
16 Jan 2012
Another outing for the fat man who represents 'luck' in this strange campaign for a recruitment website. As before he's dispensing unwelcome advice to someone looking for a new job to back the idea that we shouldn't rely on 'dumb luck' in our search for employment opportunities.

Totaljobs.com
"Luck"
30s
9 Jan 2012
What do you do if you think your heavy-handed metaphor isn't heavy-handed enough? Why, stick a huge label around the neck of the man representing a particular attribute, of course. Though, strictly speaking, we suspect that the most appropriate word would be 'crazy'.

Asus
"Something Incredible"
30s
21 Nov 2011
Advertising works in curious ways... this ad for a laptop with enhanced audio capabilities has people scurrying about in a church; the cry of a peacock and a super making something of a connection with Bang & Olufsen - the hi-fi of choice for nerds.

Nike
"Lunar"
45s
14 May 2011
Manchester City's Mario Balotelli manages to keep both feet on the ground for once in this commercial which is rather surprising when you consider that he appears to live in an apartment where only he and his girlfriend are unaffected by zero gravity.

GHD
"At The Stroke of Midnight"
40s
28 Oct 2010
This 40s version of the two minute long film that we added a couple of weeks ago succeeds in telling the whole tale with a great deal more economy and is a more effective ad. Cinderella still exposes Prince Charming's vanity with some style in an ad that cleverly suggests tarting yourself up is an empowering act for a woman.

GHD
"At The Stroke Of Midnight"
2 mins 40s
20 Oct 2010
This sumptuous updating of the Cinderella story is set to occupy an entire ad break during this Saturday's broadcast of The X Factor. It's an epic film with a winning new take on the tale. Further proof that advertisers are keeping faith with television advertising in these straitened times.

Crocs
"Encounters"
30s
17 Sep 2010
Crocs are portrayed as animated shoes that want to be worn in this ad from the US. A trio of boys spot the little critters trying to get their attention and cannot resist their lure. It's a little bit cute and all that but it looks a bit like a capitulation to pester power.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.