CAMPAIGN DIARY: I’M ONLY A PUNTER BUT

Recently Campaign ran a survey suggesting that more than half the population switch channels if an ad break comes on. Initiatives have been mounted to make that half stay tuned. Well, I’d suggest that they could make better ads than some of the rubbish on TV at the moment.

Recently Campaign ran a survey suggesting that more than half the

population switch channels if an ad break comes on. Initiatives have

been mounted to make that half stay tuned. Well, I’d suggest that they

could make better ads than some of the rubbish on TV at the moment.



Among the better ones I’ve seen lately is the campaign for Kellogg’s

Bran Flakes. The father who is going to take up jogging to the paper

shop but jumps in the car where his son can’t see him, saying: ’One step

at a time, Jason.’



They are funny. They add a human touch to the ad. Another ad I stayed

tuned for was Renault Clio’s ’Papa and Nicole’. It was funny. The two of

them up to mischief. It adds a human touch.



The ads that make me turn over when they appear are those that are full

of self-importance. They are so boring. And the ones I just can’t watch

are the stupid ads. They are embarrassing. They insult my

intelligence.



I have to switch over.



Classic FM is running some good ads at the moment, such as the two

Johns.



You know, John Bird and John Fortune. They are brilliant. A typical

conversation has Bird saying,’You were actually heard booking a hotel

room in French.’



Fortune: ’Well, it’s so easy with Linguaphone. You just listen and

repeat.’



’Repeat,’ John Bird answers.



’Yes, you see, you’re learning already,’ enthuses Fortune.



And then Fortune goes on to advertise the free introduction pack.

Fantastic.



I can never make out what it’s for, but I love the ad with the Gilbert &

Sullivan-esque song. Whoever thought it up must be a genius, and whoever

wrote the lyrics must be a craftsman/woman. I think it started with HMS

Pinafore and then went on to the Pirates of Penzance with the Model

Major General. It is a beaut. It is as if Gilbert had written it

himself. I never switch off while that’s on.



Another ad I would never switch off is the one where a woman is

complaining: ’She borrows my clothes; takes my CD’s.’ You think she’s

talking about her sister. But the ad continues: ’I just don’t know what

has got into mum lately.’ We know, don’t we? Mum has been taking

Sanatogen ’that fortifies the over 40s’. That explains everything.What

an ad. Brilliant!



Send your rants to Diary Editor, Campaign, 174 Hammersmith Road, London

W6 7JP.



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