Category Archives: Advertising

There is a light

This is the latest new TV campaign from Hiscox. Directed by Tomas Alfredson of ‘Tinker, Tailer, Solider, Spy’ fame and voiced by actor Benedict Cumberbatch.

Great advert.


Print vs Online

Advertising on social networking sites soared in 2010

The internet now accounts for a quarter of all advertising spending in the UK, according to figures. They show that the value of online advertising grew by 12.8% in 2010, breaking through the £4bn barrier. A study by the Internet Advertising Bureau (IAB) and the accountants PwC found that online advertising spending grew three times as rapidly as in 2009. It also outpaced the rest of the advertising market, which has recovered after dipping during the recession.

Guy Phillipson, the chief executive of the IAB, said: “Major brands restored their advertising budgets in 2010 and online was a big winner.” The biggest growth area was display advertising on social networks, which grew by nearly 200%.

Print media’s pain

Facebook has made big advances in the last year in persuading advertisers to see social networks as a place to promote their wares. With figures showing that UK internet users spend 25% of their online time on social networks, advertisers are keen to tap into this audience. Online video advertising also nearly doubled in 2010, with £54m spent on adverts that appeared before, during or after video clips. Mobile advertising raced ahead too, with finance, telecoms and consumer brands trying to reach audiences on the move. Search advertising, still dominated by Google, remains the biggest earner, although growth in this more mature business was just 8%.

Ian Barber of the Advertising Association says there is one clear attraction which is boosting online spending: “It’s targeted, it makes it easier for brands to work out who they’re advertising to.” Other areas of advertising recovered last year, with television spending bouncing back after a steep decline. But much of the Press is still suffering, with magazines and regional newspapers seeing revenues continue to fall. Classified advertising, once a key element in regional newspaper revenues, has now nearly all migrated online.

But Lynne Anderson of the Newspaper Society says local newspapers are capturing some of that online advertising spending on their own websites: “They are getting pretty savvy at capturing audiences in new ways.” She added: “Regional newspapers – print and online – are resilient, innovative and well-placed to benefit when wider market conditions improve.”

The IAB expects online spending to continue to grow, as faster broadband makes new formats increasingly attractive.


Here at Lucid we are fans of the new Renault advert by advertising agency Publicis. It’s rare to find TV adverts that aren’t corny or just plain boring, but this one stands out from the crowd. It features cameo appearances by Thierry Henry, Dita Von Tesse, Rhianna and snap shots of the legendary Marlon Brando and Audrey Hepburn.

With music is by Clare Maguire – Breakage’s Suck It Up Remix featuring samples from David Bowie and Rhianna.

Here’s a behind the scene’s video from Vimeo too….

Peter Philips Chanel Animation

A slick branding short from animator Peter Philips for Chanel. The Lucid team are impressed with the masculine approach he has adopted. Quite a leap from the typical olive-skinned, air-brushed nymphs on glossy billboards. Could this represent a milestone in beauty brand campaigning? We hope so.

Click on the picture to view the animation.


Saatchi & Saatchi or is it M&C Saatchi?

This Thursday the Saatchi brothers host a party to mark the 40th anniversary of the Saatchi & Saatchi dynasty and in true Saatchi style this is no ordinary party. The guest list reads as a whose who in finance, fashion, art, politics, global corporations and many more influential types and includes names like Damien Hurst, Nichole Fahri, David Cameron, Richard Branson just to name a select few from their chosen fields.

The interesting thing about this party is though, that usually who is responsible for the party i.e. ‘the host’ is normally pretty clear. Not in the case of Saatchi & Saatchi, that would be to simple.

Following the dirty boardroom scandal of the Saatchi story, where by Maurice Saatchi the business brains behind Saatchi was ejected by the board from his own company, after he thought Saatchi could not only take over every advertising agency in the world, but also a bank (Midland bank at the time), the board tired of him, saw him as a loose cannon and cut him loose. I loved this story, he believed in his empire so much that they could buy out a bank, saying that if they could run a business that serviced companies advertising, why couldn’t they run a company servicing companies money. The men in grey suits obviously didn’t share my love for his idea.

So the M&C Saatchi agency was born.

Which means to this day, two companies trade in the global advertising game under the same name, in the same arena, competing for the same clients. ‘Saatchi & Saatchi’ being the old company, originally started by Charles and Maurice, the second ‘M&C Saatchi’ being the company Maurice started, having being thrown off the board.

There where legal battles about clients and M&C are legally frozen from speaking to a list of their old clients, whilst M&C where also stopped from calling the newly formed agency ‘The New Saatchi & Saatchi Advertising Agency’, which I really liked the sheer belligerence of.

Now 15 years on, Charles only has his name above the door, he walked after his brother was ejected and now runs the truly magnificent Saatchi Gallery in London. Which is responsible for creating what I personally think was one of the most exciting times in Modern Cultural History to have bared witness to, the up-rise of the YBA’s (Young British Artists).

The story of Saathci is so epic, so manic, so crazy and so inspiring it has to be turned into a film. You could say Mad Men have already beaten them to it, but that’s more so the tale of the 50’s and 60’s oppression, males and female equality and the beginnings of the industry that changed the world. This would be what happened next, i cant wait to see if they do.

Charles and Maurice Saatchi are obviously both men of great passion and sheer dedication to what ever they do and men I truly admire for what they have done. Their rise to fame is awe inspiring and the Saatchi name lives on forever in the minds of millions, I’ll always remember it as what my mum would say when I designed something she loved.. “it looks like Saatchi & Saatchi did it”. A stamp of approval I was always sceptically, more than willing to take.

Thanks Mum 😉 x

New Website Goes Live

It gives us great pleasure to announce the launch of our new website:

Special thanks go to all of our loyal clients, our staff, families and contributors.

Jan, Sam, Simon, Lukasz, Jamie, Phil, Steve & Liam.

Thank you for all your hard work, I hope you like the site as much as we do.

Onwards and upwards.

If we made music…

….we would start somewhere like this. Used in the new Mercedes SLS advert, Danny The Dog is a masterpiece by none other than ‘Massive Attack’. Those advertising guys over at Mercedes don’t half know how to pick em. The Nick Cave tune off the previously Mercedes SL advert being equally as great.

Mercedes, stop trying to seduce us and make us buy your cars with this great art.

Amen to that.