Thinkbox
A few words about Darren
Darren began his career at WCRS, working on accounts for Speedo and Butterkist. After a brief stint at DDB London he moved to Mother, and spent the next seven years creating campaigns for clients including Pimm’s, ITV Ditigal, PG Tips, Yellow Pages, as well as a Europe-wide phone launch for Siemens’ Xelibri.
In 2008 Bailes moved to VCCP to become creative director, overseeing iconic campaigns such as comparethemarket.com’s Meerkats, O2’s Be more dog and Coor’s Lite’s ads featuring Jean Claude Van Damme.
Darren’s ad choices:
Volvo: Twister
This ad is about a twister’s destructive power, with dramatic footage of a storm interspersed with shots of a single Volvo handling the rampage. Beautiful cinematography and an affecting score add emotion to the ad, heightened by a voiceover explaining the importance of a reliable vehicle.
The award winning ad was written by Tom Carty for AMV BBDO, art directed by Walter Campbell and directed by Tony Kaye.
- Agency: AMV BBDO
- Creative: Walter Campbell/ Tom Carty
- Production Co: Tony Kaye Films
- Director: Tony Kaye
Kia-Ora: It's too orangey for crows
Created by John Webster for BMP DDB, the now somewhat controversial cartoon shows a young boy denying a crow a drink of his Kia Ora, saying "It’s too orangey for crows, it’s just for me and my dog". A succession of crows then follow the boy offering to be his dog as they "all adore Kia Ora." The surreal backdrop, colours and drawing style are reminiscent of 50’s cartoons, but the ad was made in the 1980’s. The ad received a Nomination in TV & Cinema Advertising for Boase Massimi Pollitt.
The ad was written by Caleb Jensen at W&K Portland and art directed Aramis Israel. It was produced by Park Pictures.
- Client: Kia-Ora
- Agency: BMP DDB
- Creative: John Webster
Levi's: Drugstore
Part of what makes this ad so affecting is the juxtaposition of black and white footage and 1920’s setting, soundtracked by an unnerving late 90’s techno song. Working from a first person perspective, the ad follows a young man in what appears to be the 1920’s driving to the drugstore to buy condoms from an unimpressed pharmacist, and slipping them into the hidden pocket of his jeans. As he arrives at his date’s house later than night, it turns out that the pharmacist is the girl’s father.
The tagline "Watch pocket created in 1873. Abused ever since." Runs.
The ad was created by John Hegarty and directed by Michel Gondry for BBH London, and in 2004 broke the record for the highest number of awards won by a TV commercial.
- Agency: BBH London
- Director: Michael Gondry
- Creative Director: John Hegarty
- Production Company: Partizan Midi Minuit
