CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

Is there no-one brave enough to criticise a Volkswagen ad? Sure, ’surprisingly ordinary prices’ was ground-breaking stuff, but that doesn’t mean we have to abandon all critical faculties every time it unveils a new commercial.

Is there no-one brave enough to criticise a Volkswagen ad? Sure,

’surprisingly ordinary prices’ was ground-breaking stuff, but that

doesn’t mean we have to abandon all critical faculties every time it

unveils a new commercial.



Take the latest Polo ad, which every journalist (Caroline Marshall

included: Campaign, Pick of the Week, 18 February) is falling over

themselves to nominate for the next Grand Prix at Cannes. I mean, what a

load of self-indulgent nonsense that’s disappeared so far up its own

rear-end that it can now navel-gaze from the inside.



An illustrative story: when I broke my leg many years ago, my mother

came up with loads of reasons why it couldn’t have happened at a better

time. Bollocks. There is no good time to break your leg and there is no

good time to be stuck in a ten-mile tailback on the M25. Not even in the

most luxurious Rolls Royce. And, sacrilege to end all sacrileges, not

even in a VW ad. Please don’t insult my intelligence.



Oh, but you haven’t understood the irony, you’ll all cry. But then

neither has Kate Stanners (’uncluttered by irony or attitude ...

executed without the post-modern bollocks’, Campaign, Private View, 10

March) or even the planner on the account who lauds the ’sense of

gravitas that other ads do not normally have’ (Marketing’s Adwatch, 8

March). Self-important and pretentious, more like.



Still, apart from the fact that all the luvvies seem to adore it, the ad

has got one thing going for it: it’s marginally less pompous than the

poster execution with the Polo and the milk bottle.



Right, now that’s off my chest, I’m going to go and relax in someone’s

armpit between stations on the Northern Line.





Got a rant or a Diary story? E-mail campaign@haynet.com or post it to

Diary editor, Campaign, 174 Hammersmith Road, London W6.



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