CAMPAIGN DIARY: I’M ONLY A PUNTER BUT

The other week there was an article in the paper about how we punters are feeling short-changed over the increasing number of programmes appearing in letter-box format on our regular-shaped television screens.

The other week there was an article in the paper about how we

punters are feeling short-changed over the increasing number of

programmes appearing in letter-box format on our regular-shaped

television screens.



Waste of the licence fee and all that. Well, sod the programmes, what

about the ads?



Letter-boxed commercials look dumb enough on normal TV sets. But when

they get shown on the new-fangled widescreen tellies whose format

they’re imitating, what happens? You end up with a letter-box (populated

by electronically truncated dwarves) inside another letter-box. Either

way, the result is the same: acres of unused TV screen.



Unused. But not unpaid-for. I tell you, if I were a client, I’d want my

money back. Or some of it, at any rate. Or here’s an idea. If I were a

client, I’d bloody well make my agency use those expensive black

stripes.



I’d get them to list my stockists. Or tell the punters all about my

0-to-60 record and fuel consumption figures. Or slip in a couple of

recipes.



And if my agency didn’t buy that, I’d sell the unused space back to the

TV station and suggest they auction it to the highest bidder. I’ll bet

there are plenty of advertisers out there who would leap at the

opportunity of slipping their message around someone else’s commercial,

the way cable stations scroll the stock prices.



Of course, one day we’ll all have widescreen tellies (as opposed to just

production company receptions and agency boardrooms) and life will

finally catch up with art.



Until then, the very least you adpeople can do is use all that leftover

space for what it’s really designed for: those interminable legal

disclaimers so adored by your friends at the BACC.



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