18:05 would like to apologise

We are truly sorry, which is why we turned to an automatic apology generator.

18:05 would like to apologise

Robert Dyas Christmas ad

Most read: Robert Dyas Christmas ad sparks internet debate

A bizarre Christmas ad by Robert Dyas, in which customers and staff reveal their sexuality before eulogising the shop and its products, has had people wondering whether it's a spoof, Campaign's James Swift writes.

The minute-long film was uploaded to YouTube on 10 December and was tweeted by Robert Dyas on 13 December.

The response on Twitter has been the usual mix of "witticisms".

Twitter users have suggested that the ad is consciously mimicking a 2009 ad by US furniture store Red House, which is almost identical to the Robert Dyas spot, except people talk about being white or black, instead of gay or straight. The Red House ad has accumulated more than five million views on YouTube.

Mobile Christmas ads

Latest ads: Opera Mediaworks reveals the five best mobile Christmas ads

Writing in Campaign, the EMEA managing director of mobile ad specialist Opera Mediaworks, Mark Slade, has shared his top ads on mobile during the holiday season.

Slade draws attention to Marks & Spencers, Currys PC World, Budgens and Burberry, but here we'll show you what he says about Stork. You know, the margarine.

Unilever brand Stork has been a surprise favourite for many of us internally and early campaign performance substantiates the appeal [disclaimer: this is an Opera Mediaworks campaign]. It provides users the chance to watch a short demonstration of how to make a ‘Chocolate Rudolph Cake’ and then allows them to then save the recipe to their phone.

This ad is an example of mobile achieving what TV and print cannot. On mobile, the ad gives users a chance to view the finished item while also ensuring that the recipe is stored for them so they can try it out for themselves at a later date.

Read on for the full five mobile Christmas ads.

Buzzfeed badges

Opinion: Advertising and media are the same thing

Jason Stein has founded one (now acquired) social media agency, Laundry Service, and one content network, Cycle. And last week, the Brooklynite posted the above opinion on Medium, and now it's reached 18:05's social feeds.

There are a couple of extracts we wanted to share. First, this rather interesting perspective on Buzzfeed:

Look at Buzzfeed: most of the content it creates is not directly monetized; there are no banner, interstitial or pre-roll ads around it. Instead, Buzzfeed uses its content to prove to its clientele — media buying agencies and brands — that it excels at making content and placing it in front of many people on the mobile (social) media platforms where people spend their time. In other words, to advertise its advertising service, Buzzfeed creates tons of content that people enjoy and share. Buzzfeed is advertising agency, with a very robust content marketing program. The content it makes for you… is the ad it makes for itself.

And then this example of branded content, interwoven into a script.

Even traditional media is blending with advertising. Fox’s Empire — arguably the most popular programming in the world across both TV and social media — made arguably the most interesting branded content of the year in partnership with Pepsi. The production and airing of a Pepsi TV spot, starring a main character in Empire, was scripted into the plot of the show. (Full disclosure: we are working on this project with all of these parties.)

Intriguing stuff. Here's that original link again, it's only a three minute read: Advertising and media are the same thing.

Michael Sugden

Hate reads: The 10 most annoying phrases in marketing

Each year, Marketing magazine asks Michael Sugden, CEO at VCCP, to take stock of the most irritating vocabulary fails of the industry. This year he takes on the most annoying phrases to have been adopted by our industry over the past 12 months. And here's the countdown:

10. Think outside the box
9. I may have a window for you
8. Content is king
7. Let’s not boil the ocean
6. Level playing field
5. Let’s workshop this
4. Shift the dial
3. Let’s socialise this
2. Fail forward
1. You'll have to click through to find out. Mwah ha ha. How annoying.


Christmas games: 18:05 is sorry for the bad jokes

There is so much for 18:05 to apologise for. And we're about to add to that list by sharing agency Southpaw's charade countdown to Christmas. Yep, we're the person at the party who suggests charades. We are so, so sorry. (Also, this video is unlisted, sorry for sharing Southpaw. Watch on the link above and you can type in your answer.)

And since sorry is the hardest word, we're tried out Kitcatt Nohr's Seasonal Sorry Dispenser. You may not notice the bad jokes in 18:05 – some of them are barely jokes, after all – but here's an apology anyway (for offensive jokes, closest thing available in the generator).

Again, our heartfelt apologies.


Compiled by Jonathan Shannon

Is there something you’d like us to share in 18:05? Email jonathan.shannon@haymarket.com with the details.

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