Daewoo The Daewoo campaign is a JCPR classic in so many ways. First, because it helped bring an advertising strapline, 'That'll Be The Daewoo', into the English vernacular. Second, because it was one of the first truly integrated campaigns. Third, because it enjoyed properly measured success - with an historic 1% share of the UK car market secured within a year of launch in 1996. And, finally, because - through the JCPR-conceived Ban The Asterisk campaign - it fundamentally changed behaviours and the dynamics of the marketplace. Do you remember the days when every car ad. carried asterisks that hid all the extra costs in the small print? Our Ban The Asterisk campaign changed that. And do you remember just how appallingly women were treated in car showrooms? Our mystery shopping, Tootsie-style, with media in tow, helped change all that also. John Smith's No-one had really heard of Peter Kay when we started work on the 'Ave It! campaign for John Smith's. He had just finished recording his first or second series of Phoenix Nights. (Mind you, nobody had heard of Johnny Vegas either when we signed him up to re-design the ceramic bottle for Old Spice a few years prior). Another campaign that was dis-proportionately famous (more bangs for the buck) for a year or so - as JCPR took a particular catchphrase and nailed it - or should that be, rode with it - to/ with the Zeitgeist. Post-lad modernism, perhaps? Who knows - but there were many features, many gimmicks and a lot of radio coverage that effectively made the character and the phrase synonymous with the No Nonsense brand. Jack Dee and his penguins had been a hard act to follow. But 'Ave It! did us all proud. Coca Cola UK, The Lilt Ladies They were, briefly, icons of the mid-1990s and up there alongside the Wonderbras of this world as a Gold Standard for bringing advertising to life through PR. They were, however, never epoch-defining in the way that Eva subsequently became, nor were they a textbook example of a fully and properly integrated campaign. But they remained a testament to the truth that great PR can amplify great advertising (note: great advertising) - and that, as Big Brother and more then showed us in spades, good PR can make heroes of everyday people. We like to say that great campaigns demand a mix of Sex, Fame, Humour and/ or Controversy - with a dash of Culture thrown in. For Blanche and Hazel, we gave them their 15 minutes of fame and rode the humour wave along the way. And the client, Coca Cola, was more than happy.