Tribute to Paul Arden. British Rail - Relax (1989).

Agency: Saatchi & Saatchi, London - Art Director Paul Arden - Agency Producer: Arnold Pearce - Production Company: Tony Kaye Films - Director: Tony Kaye - Producer: Merriam Shear - Set Designer: Celia Barnett - Animator: John Challis - Editor: Peter Hearn - Lighting/Cameraman: Hugh Gordon - Music: Leon Redbone

The Telegraph: "Paul Arden, who has died aged 67, was the former executive creative director of Saatchi & Saatchi and worked on some of Britain's most memorable advertising campaigns. Arden's career coincided with a period in which the advertising industry was beginning to place less emphasis on copy in favour of art direction; and, with Charles Saatchi, he created a famous print campaign for Silk Cut cigarettes. This was a visual pun consisting of a sheet of purple silk with a slash in it; the name of the brand did not appear, the only clue to the product being the government health warning against smoking. Arden was also responsible, with Jeff Stark, for the InterCity campaign with the slogan "Relax"...

Pubblicità Italia: "Paul Arden, grande creativo e regista inglese, si è spento due giorni fa nella sua casa di Petworth nel Sussex, all’età di 68 anni. Arden è stato executive creative director di Saatchi & Saatchi per 14 anni, dove ha firmato molte campagne per clienti quali British Airways, Anchor Butter and InterCity. Nel 1993 fondò la casa di produzione Arden Sutherland Dodd. Ha scritto diversi libri, fra cui ‘It's Not How Good You Are, It's How Good You Want To Be’, insolita combinazione di sarcasmo e saggio, ha venduto più di mezzo milione di copie."