Is luvviness the result of nature or nurture? One man in advertising is
uniquely well-placed to answer that burning question after he lined up
several of the top creatives in towns’ mums for an in-house ad last
Tim Ashton is the man in the know. You will probably have seen the
fruits of his labour in this very magazine last week, when he took two
consecutive right-hand pages to promote Bates Dorland’s ‘Harry’ campaign
for Safeway, voted joint favourite in Campaign’s recent ‘Nation’s
Favourite Ads’ poll (15 March).
His bright idea was to bring together the likes of Mrs Kaye, Mrs Pond-
Jones, Mrs Fink, Mrs Waters, Mrs Carruthers and Mrs Souter to represent
yer average punter housewife.
It was not all plain sailing though, we can tell you.
Mrs Kaye said yes, but only on the condition that she could stay at the
Dorchester. Sweetly, Mrs Carty said she’d only do it if Mrs Campbell was
in it too, but Mrs Campbell was in Ireland and couldn’t make it - or was
it the other way around? And there was a bit of jockeying for position.
Mrs Kaye won. Natch!
Funniest of all was how some mums were proud of their boy’s image. ‘Ooh,
my Graham, he is a one!’ while others clung on, like many mums, to the
notion that their son was a little angel. ‘My Rooney would never do that
kind of thing!’ Rooney’s mum said.
Not close then, Mrs Carruthers and her boy.