Interview: Lauren Laverne
TV and radio presenter Lauren Laverne is a household name and someone who has embraced the creative industries since her teenage years when she was a singer to punk band Kenickie.
Sunderland-born and raised, Lauren in fact turned down a place at Durham University to study Mediaeval History to instead focus on her singing.
She has appeared on numerous TV shows including Never Mind the Buzzcocks and recently replaced radio DJ Jo Whiley on the talent show Orange Mobile Act Unsigned, which searches for the top unsigned acts in the country.
Lauren received an honorary fellowship from the University of Sunderland last summer and now presents her own show on BBC 6 Music, amongst other things.
One of her latest endeavours is to become a judge for Doritos ‘King of Ads’ campaign which was launched today, encouraging all budding young directors or anyone with a video camera, to create the next big Doritos TV ad and win up to a staggering £200,000.
We spoke to Lauren to find out more about what she's been up to and to hopefully share some of her own tips and advice...
You've had a glittering career, what's been the secret to your success?
What’s worked for me is doing things that interest me, so I'd advise your followers to do things that they’re passionate about. If you don’t, then you won’t be as good as you would be if you were doing something you enjoy. I guess what I'm trying to say is 'follow your heart'.
What made you decide to focus on your band rather than degree?
I was only 18 when I was in that band and felt that university could wait. Even now, I keep thinking 'I’m on a break' and that I’ll go to university some day but I realise that will probably never happen now.
I’m still hugely interested in history and read lots of books about it. But I guess I’ve always loved being creative and when I got the chance to either stay with the band or go to university, I followed my heart and chose music. It was exciting and I’ve always done things that excite me.
You’re certainly really lucky if you can do this for a living. If you can work and do something you enjoy, it doesn’t feel like you’re working.
My father always taught me that and encouraged me to do the same. His father was a miner and I think my dad studied hard and got his PHD because he wanted to do something he enjoyed for a living.
What's been the highlight of career so far?
I don't really like to look back. I'm a very future focussed person and like to live in the moment. I suppose I like to think the best is yet to come. What I'm doing now is fantastic. I really enjoy working for BBC Radio 6 and continuing my passion for music.
As a judge to 'King of Ads', what will you be looking for?
The thing I like the most is the brief. They’re not being shy about it and don’t mind seeing submissions that are very ‘leftfield’. As a judge, I’ll be looking for something that grabs me and gets a response – that’s whether I laugh, cry or am shocked. Something that people will talk about with their family and friends for many years to come. It really has to engage people.
What are you hoping to see in this competition?
I'm expecting the unexpected and going into the competition with an open mind. I actually met the other judge Noel Clarke the other day and he clearly knows his stuff when it comes to advertising. It will be very interesting to see what he and David Shane will like and how our opinions will all differ.
Do you have any favourite adverts that stand out?
I think Nick Park’s Creature Comforts were classics. I’ll always remember those. These days – it’s the irritation factor that stands out for me. ‘Go Compare’ for instance with the opera singer – it’s annoying but it certainly works, advertising wise.
Competition
For the Doritos competition, arm yourself with ideas and a video camera and create a 29 second commercial to be uploaded onto www.doritos.co.uk. The makers of the top 15 adverts will then be invited to pitch their Doritos TV ad to a panel of specially selected experts and celebrities. The top three ads, as selected by the panel, will then be put to the public vote to decide who the true King of Ads is.
The budding director of the winning ad with the most votes is guaranteed £100,000 and will win an extra £1 for every vote they receive up to an additional £100,000. They will have their advert watched by millions as it airs across British national television from 12th June to 11th July. Not bad for your first commercial!
The Doritos King of Ads competition opens to entrants on the 16th February and closes 30th April. Voting for your favourite ads opens from 29th May and closes on the 10th June 2010. Throughout the entry stage there will also be the opportunity to win amazing prizes if your ad is chosen as ad of the week. To download the toolkit and submit your advert visit www.doritos.co.uk.
Competition Specifications
Competition opens 16th February 2010
Competitions closes 30th April 2010
Winning advert airs throughout June and July 2010
Entrants
Must use the tool kit provided on www.doritos.co.uk
For terms and conditions (including judging criteria), see website for details
Prize breakdown is as follows:
1st Prize – guaranteed £100,000 and £1 for every vote up to a maximum of £100,000
2nd and 3rd prizes - £1 for every vote up to a maximum of £5,000
Top 25 – prize from play.com up to the value of £500
Top 50 – prize from play.com up to the value of £300
Top 100 – money off coupon with play.com
29 Seconds?
Your ad must be exactly 29 seconds in length no more no less.
Video format
Shoot your ad however you like, but the final edited version must be in one of the following formats: .mpg, .mp4, .mov, .flv, .avi, .wmv.
16:9 perspective
