Dolmio/AMV and Dunelm/MullenLowe demonstrate welcome cool professionalism

A big TV campaign is always a big things for client and agency, maybe more so now as they’re no longer the staple diet of marketing in the digital age.

Sometimes you can try too hard: so far this year adam&eveDDB has “earned” two Campaign turkeys of the week (for Lloyds and the National Lottery – we thought National Lottery got away with it). Doubt that this celebrated agency has received any barn-reared Christmas fowls in the past.

Mars is a consistent TV advertiser and agency AMV BBDO is certainly trying hard with this epic for Dolmio, dramatising the battle over what the kids will eat. Dolmio spag bol comes to the rescue.

Dramatises a good idea.

UK homeware retailer Dunelm has been in and out of advertising for the past year years, originally with indie agency 101 and now with 101’s new home MullenLowe.

So there’s probably a lot riding on this new campaign – which seems to nail it. Nicely shot too.

Both showing you don’t need to wring the emotions dry to make an impact.

MAA creative scales:

Dolmio: 7.

Dunelm: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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