Campaign is in a nostalgic mood as it celebrates its 50th, so I thought I'd join in the reminiscing.
What's interesting about these lines is that none has been used in a millennium. They are ancient. Yet we remember them.
I am not a doom-monger about TV, but those who are should be at the front of the queue exhorting clients to buy it while it lasts.
But, leafing through Campaign's 50th anniversary edition, I'm not sure we do. John Hegarty points out that, of 26 Cannes categories, only one is for TV. He makes his point with characteristic elan: "As a creative person, I've realised that I can win a Grand Prix simply by getting someone to jump out of a box in Leicester Square."
This is not to disparage other media, other channels or other creative vehicles. It is to defend the essential value of the TV ad, which we are in danger of underestimating.
Worse still, we may be in danger of willfully underestimating it by colluding in a number of myths. Three, to be precise.
Charles is a brand strategist who began his advertising apprenticeship at Burkitt’s, working subsequently at BBH and WCRS. In 2002 he decided to start working for himself and, along with his three partners (Rooney Carruthers, Adrian Coleman and Ian Priest), set up VCCP. Their founding client was O2, to whom they are eternally grateful. Over the last two decades, Charles has worked on and, in some cases, helped launch a diverse range of brands including O2, ING, Hiscox, easyJet, Canon, Cadbury, Domino's, Dyson, Nationwide, and Vitality.Outside of work Charles doggedly pursues a variety of sports including cricket, tennis, football, golf, shooting and snooker, all at a consistently low standard. Charles is a Trustee for both The Change Foundation and The Fred Foundation and is co-author of a book called The Branded Gentry.