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Gabby’s Word 23 August 2012



This week, Gabby talks travels, Paralympics, David Beckham and horny little devils

Gabby’s Word 23 August 2012


I have been grounded in the UK for the last four weeks. This is a first for 2012 and I may sound extremely spoilt, but I’ve really loved being home. London, in the sunshine is the best place in the world (well, I think so) and being a ‘country lass’, I’ve been spending the weekends speeding athrough the lanes of Kent.
August has been an outstanding month. The Olympics were everything that we were promised and much, much more.  Not only did we watch the greatest athletes in the world compete against one another, the GB team reached third place in the medal’s league and the population of the UK amazed themselves and the rest of the world with their volunteering and hospitality skills. Regardless of the rain, nothing could bring the crowd’s adrenaline down. Now barely two weeks later, the Paralympics 2012 start next week and tickets are already scarce. According to UK newspapers on Tuesday, one million people a day are trying to buy the remaining 200,000 Paralympics tickets. That  means that 92% of tickets have been sold; a full house looks likely, which is a far cry from previous Games, where Paralympians have competed in front of half-empty stadiums. In fact, London 2012 looks set to be the first sell-out Paralympics in its 52-year history. 
Advertising wise, I’m blown away every time I see Channel4’s ‘Meet The Superhumans’. Launched in mid July, the spot is the second phase in the channel's marketing campaign for the games. Created at 4creative, the in-house agency, the shoot took place over 14 days in sports arenas across the country. Tom Tagholm conceived and directed the work. Channel 4’s Chief Marketing & Communications Office, Dan Brooke said ‘London 2012 is a coming of age moment for the Paralympics and this marketing campaign is designed to help bring a while new audience to it, and may even raise a goosebump or two along the way’.  If the BBC’s coverage of the Olympics is anything to go by, Channel 4 is about to experience its biggest audience to date. 
I’m not one to be negative, but I have to be honest, after watching Sainsbury’s Paralympic campaign, I did outwardly moan. Beautifully shot, exciting, it creates real anticipation… which is why seeing a badly dressed David Beckham saying something rather inconsequential really knocked the stuffing out of me. Don’t get me wrong, I love David and think he is a credit to this country… but I wouldn’t say he was the greatest at delivering a powerful verbal punch. Unfortunately, the whole commercial was, in my humble opinion let down by him. I agree with Jat Sahota, Sainsbury’s, Head of Sponsorship when she says ‘we wanted to showcase each of us – from athlete to the person-on-the-street’, they nailed that. I also understand why they chose David. After all, as the man himself said, he has been ‘blown away by the skill, commitment and discipline of all the athletes’.  I’m just not sure how his cameo in the commercial relays that or how relevant the verall message.
To change the subject and because we have no space in this week’s letter –it’s pretty jam-packed I have to talk about Axe’s new commercial 'Office Love' – I love this. BBH NY has rocked it. A spin-off from ‘Find Susan Glenn’ commercial with Kiefer Sutherland, this new advertising campaign features a love story between two unexpected characters; playing on the universal truth's of what we notice first  when we look at the opposite sex. Loving Jim Henson’s Creature Shops work. The soundtrack is fantastic, pace is perfect and I love the different obstacles that block these horny little devils paths. 
Back to flights and travels… Our darling Katherine Peach, LBB’s Account Director, is spending the next two months back in her native Australia visiting agencies, production and post-production facilities. If you haven’t already made plans to meet with her, you’re most certainly missing out. Get in touch:
I’m in the UK for another two weeks and then off to Singapore for Spikes. Landing on the 11th, I shall be in the city until the 19th when I shall fly to Hong Kong for five days. Expect an email from me this week – I’m booking up my diary as quickly as possible and I want to meet, as many of you as possible. Please get in touch if you'd like to organise some a meeting:
Until next week
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LBB Editorial, Wed, 22 Aug 2012 17:10:59 GMT