PERSPECTIVE: We interrupt these words to bring you - some new ones

Trivision - the three-sided, slatted poster panels which rotate every ten seconds revealing different advertisements each time - are a brilliant innovation. The only catch, according to a creative director friend of mine, a bit of a poster supremo as it happens, is that every ten seconds your poster is interrupted by someone else’s.

Trivision - the three-sided, slatted poster panels which rotate

every ten seconds revealing different advertisements each time - are a

brilliant innovation. The only catch, according to a creative director

friend of mine, a bit of a poster supremo as it happens, is that every

ten seconds your poster is interrupted by someone else’s.



No doubt poster contractors can quote clients who don’t mind having

their posters interrupted by another. ’It saves me money, so why not?’

they’d probably say. However, I feel sure I speak for many consumers

...



This weekend shop in the fabulous Grimshaws plaza nearly new shopping

centre for incredible bargains. Come on down to Grimshaws!



When I say that people either prefer to look at their favourite poster

for more than ten seconds a pop, or find the rotating panels a

distraction that destroys what little attention they have for commercial

messages.



The danger is that punters might become annoyed, if at the crucial point

of experiencing the poster ...



It’s true Bailey’s soap is a cheaper, stronger soap from the famous

Bailey’s factory. Scrub yourself once with Bailey’s and you will use no

other soap ever again!



They are distracted by some illiterate twaddle created by an agency that

doesn’t give a hoot for anything other than its commission.



I suppose it could be argued that with the extra revenue to be generated

for the poster contractors by having so many trivision sites, the price

of entry to the poster market is being kept lower, allowing new

advertisers to use the medium. But it is now hard to buy a 96-sheet

campaign in key locations in London without using trivisions.



There is no telling where this might all end and ...



Don’t buy a new car until you’ve test driven our new Nada convertible,

the cheaper way to enjoy summer motoring, as pioneered in 1950s

Russia.



This week only get a World Cup medal free with a convertible Nada!



It is even possible that, horror of horrors, the practice might spread

to TV breaks, which might become adorned with hundreds of blipverts

instead of the famously witty and polished British commercials which

make people enter the business in the first place.



It is also possible that magazine columns might, like racing cars,

become adorned with hundreds of ghastly ads. The risk is that

inappropriate messages could thus be exposed to agency finance directors

and as long as I write for this magazine, you can be certain ...



Cannes delegates! Come to the Martinez bar where, for a mere pounds 18 a

glass, you can enjoy warm white wine in the company of several hundred

rowdy young Norwegian creatives and Brazilian advertising

journalists!



That Campaign will never be associated with such a practice.



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