BACKBITE

If you promise not to be bunch of lousy copycats, I’ll let you in on a secret. Our new Turkey of the Week section has been ruffling a few feathers - no surprises there - and, last week, one particularly miffed agency extracted its own form of macabre revenge.

If you promise not to be bunch of lousy copycats, I’ll let you in

on a secret. Our new Turkey of the Week section has been ruffling a few

feathers - no surprises there - and, last week, one particularly miffed

agency extracted its own form of macabre revenge.



Ordinarily, there’s nothing a Campaign journalist likes more than to

receive an unsolicited parcel from Harrods. (For some reason, PRs seem

to persist in the notion that if they give you a freebie, you’ll write

about their clients more. Please don’t let on that it doesn’t work.)

Last Friday, however, our esteemed editor returned from lunch to find a

large, heavy box waiting for him, tore it open and then rather wished he

hadn’t - inside was a large, gamey dead bird and a note that read: ’This

is what a turkey smells like.’



And so it would have to be this week, wouldn’t it, that the task of

writing a scathing Backbite column falls to me. Mindful of the danger

I’m in, I’ve chosen to pick on an ad created by one of the nicest guys

in advertising and one of our legendary Private Viewers: Gerry Moira,

the Publicis executive creative director.



So what on earth is the new Renault Scenic ad all about then? We all

know car names mean nothing, that they’re plucked from a computer at

random and have absolutely no relevance to the properties of the car.

Which, in my view, is what makes the decision to base the ad entirely

around the name so peculiar.



What am I supposed to take from this admittedly very pretty

commercial?



Or for that matter from the (much less pretty) one for the Renault

Megane Sport, which shows a group of twentysomethings driving around

trying to find somewhere to watch a football match?



What, in short, is the big idea? I’d ask you to put your answers on a

postcard, but I shan’t be opening any of my own post next week. Well,

you can’t be too careful, can you?



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