David Reviews

 Biting the hand that feeds us since 2002.

BBC Sport
"National Pride"
60s
18 January 2017
UK TV Stations

BBC Creative asks a wide variety of rugby fans what makes them proudest about their teams and homelands ahead of the Six Nations. The answers range from Johnny Wilkinson to white van men to kilts and haggis, and the diversity of what makes people proud of their country is both amusing and heartening.

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BBC Sport
"National Pride"
60s
18 Jan 2017
BBC Creative asks a wide variety of rugby fans what makes them proudest about their teams and homelands ahead of the Six Nations. The answers range from Johnny Wilkinson to white van men to kilts and haggis, and the diversity of what makes people proud of their country is both amusing and heartening.

PETA
"Sylvie Guillem"
90s
12 Jan 2017
Former ballerina Sylvie Guillem became a vegan a few years ago, and then got involved with PETA. She is still a staunch member, and in this spot tells people her reasons for making this her dietary style of choice. While she knows she won't change the world, she hopes that she can help create a groundswell of like-minded people inspired by her example.

Sainsbury's
"Googlebox Christmas"
3 mins 20s
18 Nov 2016
The cast of Gogglebox become stop-motion characters in this special adbreak from the show's creators Channel 4, and Sainsbury's. Following the groundbreaking ad to promote The Lego Movie - in which Orange Supermarket's current agency PHD recreated an entire commercial break in Lego - this ad sees the Gogglebox crew react to the Sainsbury's animated Christmas ad which launched last week.

Sainsbury's
"More Than A Pumpkin"
20s
20 Oct 2016
Sainsbury's show us their Halloween range has expanded to include much more than pumpkins in this upbeat party ad. With decorations, food, and costumes on offer, they promise to help you 'Halloween like you've never Halloweened before'... even if your dad is a totally unscary dork at your Halloween party.

Heinz Tomato Soup
"Calories"
10s
19 Oct 2016
These short excerpts from Heinz's longer ad for their tomato soup each focus on a different character from the film and play up a different aspect of the product. Which is great, but it seems... iffy that they've chosen to emphasise the calorie count of their soup over the shot of a female office worker rather than a builder or a young boy. A bit of relying on tired stereotypes there, Heinz.

Heinz Tomato Soup
"Love Soup"
10s
19 Oct 2016
This excerpt from Heinz's longer 'Love Soup' ad features a young boy who can't wait to get his chops around some delicious tomato soup, to the sweet strains of Dusty Springfield. Heinz Tomato Soup provides one of your five a day, according to the voiceover, which is quite possibly the best news DAVID has had in a while as the temperature starts to drop.

Hotpoint
"Baker"
75s
4 Oct 2016
Hotpoint appeal with an understated, visually pleasing ad for their ovens. It's a wonderfully quiet film with a lone voiceover recalling childhood memories of a bakery with affection which never descends into schmaltz. We like the subtlety of this ad, it doesn't need to shout to be heard. Another sincere piece from directors Atanasio + Martinez.

Heinz
"The Love of Soup"
30s
3 Oct 2016
Lips are puckered as people lean in towards the object of their desire in this charming commercial for Heinz. The camera is a cypher for the viewer as faces loom into the intimate space we reserve for our nearest and dearest building a visceral expectation of a kiss. It's quite a surprise when it turns out we've completely misread the situation.

Sainsbury's
"School Makeover"
20s
26 Jul 2016
Sister knows best as this amiable back to school ad for Sainsbury's demonstrates. While mum makes sure her son looks neat and proper for his first day, his older sister looks on with well-versed bemusement. Knowing her bro needs a little helping of individuality, she gives him a quick makeover at the school gates courtesy of a popped collar and spiky hair.

McDonald's
"You Know It's Summer When... "
30s
26 May 2016
It's actually been summer at DAVID HQ this week so while this may seem like cruel irony to Londoners after a week of being lashed by cold rain, this lovely paean to summer rituals works rather well for us. McDonald's isn't necessarily the first place we'd think of visiting for an ice drink but the advertiser's shrewd ability to associate itself with other things we enjoy - like sunshine - can make it feel as though they sponsor fun.

Amazon Prime
"New Neighbours"
60s
2 Jun 2016
This lovely commercial for Amazon Prime reminds us that sometimes it needs courage to take those first steps towards friendship, especially for little feet. It's moving day for a little girl and her family, but clearly this doesn't feel like home just yet. Sitting forlornly on the front lawn, she notices the boy next door on his own too. Separated by driveways, the two trade curious glances whilst remaining set in their own little worlds.

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.

Gumtree
"Jobs"
30s
10 Mar 2016
Gumtree round off a fine trio of ads with this upbeat film focusing on a foodie chasing the sweet smell of success. Spotting a vacancy on the advertised website, he quickly envisions how a gig as a kitchen assistant could soon mushroom into something far greater. Respect from the head chef, searches for evermore exotic ingredients, his own culinary enterprise... for now, best just fire off that application.

Gumtree
"Convertible"
30s
22 Feb 2016
This sweet ad features a grey-haired couple spotting a Karmann Ghia on Gumtree and deciding to throw caution to the wind. Does it enable them to relive their youth, or just throw into focus the fact that they've never really grown out of it? The only thing we'd like to see more of is what makes Gumtree the go-to place to look for stuff - although the ad does intrigue you enough to consider checking it out.

Gumtree
"Piano"
30s
18 Jan 2016
This beautifully composed 30" commercial for Gumtree has a dad speculating about the chain of events he could trigger by buying a second-hand piano for his daughter. In his mind's eye, the endless practice that follows her delight leads to fame, success and a bright future. He's quickly brought back down to earth but his flight of fancy is really quite charming.

Waitrose
"Cheddar For Afters"
20s
9 Dec 2015
The latest instalment in Waitrose's Christmas campaign is cheesy in the best possible way. Roger McGough provides a familiar lyrical bent to a script celebrating the food that provides a little light relief after the main feast. Wookey Hole cheddar is suggested as an after-dinner treat in appealing fashion, and the camera gets in close enough for you to get a good whiff of it.

Waitrose
"Gingerbread Stuffing"
10s
11 Nov 2015
Having presented the viewing public with their impressive 60" main course, Waitrose turn their focus to plugging the individual ingredients that can help elevate your Christmas nosh. If punters are on the fence about the merits of gingerbread stuffing and the like, the warm tone of these short ads will help nudge shoppers towards taking a punt.

Waitrose
"Make It... Christmas"
60s
4 Nov 2015
The Christmas comfort dial has been turned to maximum in this sumptuous commercial for posh supermarket's seasonal offerings. Roger McGough has been kept on after the switch from BBH to adam&eveDDB and so - it has to be said - has the winning tone established years ago by Stuart Douglas.

Waitrose
"The Warmest Season"
60s
1 Oct 2015
When the most obvious choice is also the smartest choice it always sounds a bit denigrating to describe it as a 'no-brainer' but when the John Lewis Partnership decided to extend its relationship with adam&eveDDB by asking the agency to create Waitrose's advertising, it really couldn't be described any other way.

Premier Inn
"Wake up Wonderful"
60s
30 Aug 2015
Premier Inn's pledge to deliver a decent night's sleep is beautifully reinforced by this superb film by HLA's Simon Ratigan. At DAVID we're keenly aware that all of our audience are fans of the softcore reinterpretation of old songs but even the snarkiest among you will probably be willing to acknowledge that Katie Melua's reworking of Black's 1987 track 'Wonderful Life' is a perfect accompaniment to the lovely images shot by Ratigan and his two DPs, Martin Hill and Ian Murray.

Morrisons
"More Summer Food"
30s
3 Jul 2015
There's another super bit of food photography underneath all the yellow branding in the latest commercial for Morrisons. The supermarket's advertising appears to be treading water at the moment and DAVID suspects there'll be a major initiative along soon but - in the meantime - these are doing a pretty good job of seeding the idea that you can find decent produce within their walls.

Richmond Sausages
"Princess"
30s
6 Jul 2015
This enjoyable ad for Richmond Sausages demonstrates the kind of stoicism only a parent can muster. Having taken care of dinner ahead of schedule, our protagonist undergoes a makeover that leaves him looking like a mix between the Joker and a glam rock frontman. Luckily, a peaceful meal with his children fortifies him... until the doorbell rings, that is.

Morrisons
"Say Hello To Summer"
30s
24 Jun 2015
The food photography is super in this ad for Morrisons but the heavy-handed branding; poor choice of music and the wordy script eclipses it and that's a shame. Yellow supermarket has endured some tough times in the last couple of years and their problems certainly can't be fixed by advertising alone but this is no time for half-heartedness.

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