BACKBITE

By CAROLINE MARSHALL, campaignlive.co.uk, Friday, 27 June 1997 12:00AM

I don’t know about you, but when I read that an advertising agency has developed a new endline for a famous brand, I expect it to be better than the one it replaced. So I don’t take it kindly when Opal Fruits’ ’made to make your mouth water’ falls victim to ’fruity enough to make anything water’. I guess that’s what you get when you leave Saatchis for Grey, but isn’t there something about ’if it ain’t broke, don’t fix it’ in the advertising rule book?

I don’t know about you, but when I read that an advertising agency

has developed a new endline for a famous brand, I expect it to be better

than the one it replaced. So I don’t take it kindly when Opal Fruits’

’made to make your mouth water’ falls victim to ’fruity enough to make

anything water’. I guess that’s what you get when you leave Saatchis for

Grey, but isn’t there something about ’if it ain’t broke, don’t fix it’

in the advertising rule book?



That was a rhetorical question. Here’s one that isn’t: why do so many

endlines and advertising slogans say absolutely nothing at the

moment?



For starters, there’s McDonald’s impenetrable ’enjoy more’ (love to,

more what, exactly?) and Nissan’s ’the car they don’t want you to drive’

(OK I won’t, never liked Almeras much, anyway).



But the most breathtaking example of a meaningless endline has to go to

Ray-Ban, whose agency, Made in Spain, wins a lifetime supply of Julio

Iglesias CDs (theirs to claim as soon as they remove the account handler

from the client’s bottom) for its campaign using images of people

holding a pair of Ray-Bans and the line, ’Till the end’.



Talk about style over substance. Actually, what the ad is saying is ’we

know we have to run a global campaign, it’s the fashionable thing for

style brands to do and we thought we’d hired BBH but then we fell out

before any work was created so we sacked them and who cares about the

differences between local markets so long as the ads are on show

everywhere?’



Campaign often gets accused of not looking at the bigger picture when we

criticise campaigns, but I’d wager that any wet-behind-the-ears trade

press hack could write a more memorable line for Ray-Ban (and probably

Opal Fruits, too) than these offerings. Now, if you’ll just hand me the

pounds 100,000 salary and Cherokee Jeep to get me in the mood, I’ll get

going ...



This article was first published on campaignlive.co.uk

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