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The Samaritans 2016
Wood Pencil / Writing for Advertising 



Agency Ogilvy & Mather Vietnam

Client: The Samaritans




Halfway down was a hell of a time to realise I wanted to live.

The man in my bed died last year. His fingernails still grow. I wash him every day. He sleeps with my wife.

How do I know my dog committed suicide? It was his third attempt.

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Pryce’s fictional Aberystwyth is a sustained masterpiece of dark imagination—DAILY TELEGRAPH

The Kern Project 2014

Wonderfully nutty campaign conceived by James Nester and Graham Jenks at OgilvyOne. It involved sending a gnome round the world to demonstrate the accuracy of Kern scientific measuring scales. The point being, tiny, barely perceptible variations in gravity could be detected in the gnome’s fluctuating weight. I worked on the copy.

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Advertising Agencies

FCO Ltd., London
McCann Erickson, Singapore
Batey Ads, Singapore
Ogilvy & Mather, Singapore
Ogilvy & Mather, Hong Kong

Ogilvy & Mather, Bangkok
Ogilvy & Mather, Tokyo
Ogilvy & Mather, New York
DDB, Zurich
Saatchi & Saatchi, Bangkok

A campaign done at McCann-Erickson, Singapore. The legendary Simmons bed was used not only by the Roosevelts, Henry Ford and Marconi but also by Senior Minister Lee Kuan Yew of Singapore. I was unable to release this state secret back in 1995 for reasons of personal safety. They still have judicial caning in Singapore and are not coy about using it

I’m pretty sure these were the first One Show golds awarded in Southeast Asia.


David’s Diary was part of a drugs education project for the Singapore Government aimed at educating school children about the dangers of heroin addiction. The concept was to create a prison diary purportedly written by a heroin addict on death row, addressed to his younger brother. In it he talked about the mistakes he had made, the people he had hurt, the opportunities squandered, and the downward spiral that had led to the cell in which he found himself etc. I knew damn well those strait-laced, authoritarian bureaucrats in the Singapore government would never buy an idea like that. And yet, amazingly, they did. Hats off to them.

Malcolm Pryce