CAMPAIGN DIARY: AAR’s ’sponsor’ letter unearths a few fools

It’s refreshing to see that even an upright industry stalwart such as the AAR is not averse to a little tongue-in-cheek humour for April Fool’s Day.

It’s refreshing to see that even an upright industry stalwart such

as the AAR is not averse to a little tongue-in-cheek humour for April

Fool’s Day.



Martin Jones and his crew created a letter offering unsuspecting

agencies some dubious ’sponsorship opportunities’ for which it would be

accepting ’sealed bids’.



You’d expect anyone to suss the plot immediately. The letter offers the

chance to sponsor all sorts of things. Like Martin Jones’s tie (a snip

at pounds 250) or the AAR lift (’A specially recorded jingle featuring

your agency’s name can be played throughout the client’s lift journey -

but it’s only really appropriate to agencies with short names, e.g. AMV,

BMP etc’). Or sponsoring the colour scheme of a presentation room (’only

really relevant for agencies with a House Colour, i.e. JWT:Blue ... the

opportunity to paint the room Orange is not currently available’).



The letter took recipients by surprise. ’It’s not often they reveal a

sense of humour. It was a great idea,’ one said. Another admitted: ’I

thought, ’this doesn’t sound very impartial.’ I felt pretty stupid to

have taken that long to get it.’



Of course, the AAR had some offers, the largest ran to a cool million

pounds, although another wit played them at their own game by sending a

cheque for the princely sum of one penny.