Jacamo: the specialist menswear site is still finding its feet with new spokesman Andrew Flintoff

By Gerry Human, executive creative director, Ogilvy & Mather London, marketingmagazine.co.uk, Tuesday, 25 September 2012 11:56AM

In this ad, cricket legend Freddie Flintoff announces that it's come to his attention that 'some people don't know Jacamo is for blokes who like to look good".

Jacamo ad introduces ex-cricketer Flintoff as the retailer's spokesman

Jacamo ad introduces ex-cricketer Flintoff as the retailer's spokesman

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Well, I have to admit I had no idea what kind of bloke Jacamo was for. Until I saw this ad, that is. But even then I didn’t quite get it, so I did some fishing around on Youtube.

Ahh, now I get it. It’s a nudge-nudge, wink-wink way of advertising products for gentlemen of the larger persuasion. ‘Blokes who like to look good’ is secret code for men who find it difficult to find clothes that fit them properly because they are, shall we say, bulky.

But now, thanks to Jacamo’s range of sizes, apparently they can look good too.

I deciphered the plot mainly by looking back at some of the old work featuring plus-sized stand-up comic, Johnny Vegas. Nothing subtle there. The earlier ads were blatant about who Jacamo was talking to.

Clearly, by switching from chunky Johnny to tall, but fit Freddie Flintoff they have changed tack.

I assume they have learned that their customers are not that pleased with their proportions. I’m guessing that whilst Johnny Vegas is happy for us to have a giggle at his expense, it’s unlikely to be true of this particular audience. They’re probably fed up with being the butt of the joke.

Being specific about the content of the ad, I have to say I preferred the honesty and humour of the old campaign to this more clandestine approach.

But I think Freddie is a clever choice of spokesman, given that he is way more of an aspirational ‘big man’ than Johnny V and that he has his own range of clothes. But it’s one thing getting a performing artist like Johnny V to be the spokesperson and quite another to expect a cricket player to morph into Colin Firth (not that the script poses much of a thespian challenge).

I wonder if the commercial would have been more effective if it was devised in a more genuine way and if Freddie could have played a less cheesy role.

Nevertheless, I have no doubt that it’s tough to get the tone of this emotional tightrope just right, so from that point of view I think Jacamo has done well. I bet they sell plus-sized clothes like hot cakes at a Sumo wrestlers congress.

Brand strategy verdict: 4 out of 10

From a strategic point of view, I do admire entrepreneurial businesses like these – ones that identify a niche and go after it aggressively with advertising.

Adwatch (Sep 26) Top 20 recall: Jacamo
Latest rank Sep-19 Brand Agency/TV Buyer Recall %
1 (–) Comparethe
market.com
 
VCCP/Zenith
Optimedia
53
2 (–) Asda  Saatchi &
Saatchi/Carat
52
3= (–) Argos  CHI&Partners/
Mindshare
44
3= (–) Homebase  Leo Burnett/
Mindshare
44
5 (–) Flora  Adam &
Eve DDB/
Mindshare
41
6 (–) Comet  Euro RSCG
London/
ZenithOptimedia
35
7 (11=) BT  Abbott Mead
Vickers
BBDO/Maxus
32
8 (–) Cesar  Abbott Mead
Vickers BBDO/
ZenithOptimedia
31
9 -13 The Co-
operative
 
TBWA\Manchester/
PHD Rocket
28
10 (–) Jacamo  The Gate
Films/Carat
27
11 (–) Green Giant  The collaborators/
Universal McCann
26
12 (–) The Sun  Grey London/M-SIX 25
13= (–) Harveys  HMDG/Mediavest 24
13= (–) B&Q  McCann-Erickson/
Zenith Optimedia
24
15= (–) Dreams  Re:production/
Starcom
23
15= (31=) Morrisons  DLKW Lowe/
Vizeum
23
17 (–) Danone Actimel  Rainey Kelly
Campbell Roalfe
Y&R/MEC
22
18 (–) The Trainline  DLKW Lowe/
Vizeum
21
19 (16=) Currys & PC World  M&C Saatchi/
Walker Media
20
20 (–) Hugo Boss (Nuit
Pour Femme Fragance)
 
Grey London/
Starcom
18

Webwatch (Sep 26) Top 20 recall: Jacamo
Latest rank Sep-19 Brand Agency/TV Buyer Recall %
1 (–) BT  Abbott Mead Vickers
BBDO/Maxus
27
2= -6 ING Direct  BMB/PHD 23
2= (–) Direct Line 

Geronimo/
MediaCom

23
4 (–) Santander  WCRS/Carat 21
5 (10=) Google  Mullen, Glue/
Essence Digital
20
6 (–) eBay  In-house/Carat 19
7 (–) Three  BPL/Mindshare 18
8 (–) Virgin Media  Rapp/Fifty6 17
9 (8=) Tesco  The Red Brick
Road/Initiative
16
10 (–) First4Lawyers  Prego/In-house 14
11= (–) LoveFilm  In-house/
In-house
13
11= (–) Orange  Poke/MEC 12
13 (–) Barclays  Dare/Maxus 11
14 (34=) Volkswagen (Up)  Tribal London/
Mediacom
10
15= (–) Radox  WCRS/Mindshare 10
15= (23=) Heineken  Iris/Mediavest 8
17= (–) Totally Money  In-house/In-house 8
17= (–) Centrepoint  The Good Agency
+ Inspired
Fundraising/Starcom
7
19= (–) Acer  Mother/DWA 7
19= (–) Head &
Shoulders
 
Yahoo/In-house 6

This article was first published on marketingmagazine.co.uk

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