Recently Campaign ran a survey suggesting that more than half the
population switch channels if an ad break comes on. Initiatives have
been mounted to make that half stay tuned. Well, I’d suggest that they
could make better ads than some of the rubbish on TV at the moment.
Among the better ones I’ve seen lately is the campaign for Kellogg’s
Bran Flakes. The father who is going to take up jogging to the paper
shop but jumps in the car where his son can’t see him, saying: ’One step
at a time, Jason.’
They are funny. They add a human touch to the ad. Another ad I stayed
tuned for was Renault Clio’s ’Papa and Nicole’. It was funny. The two of
them up to mischief. It adds a human touch.
The ads that make me turn over when they appear are those that are full
of self-importance. They are so boring. And the ones I just can’t watch
are the stupid ads. They are embarrassing. They insult my
intelligence.
I have to switch over.
Classic FM is running some good ads at the moment, such as the two
Johns.
You know, John Bird and John Fortune. They are brilliant. A typical
conversation has Bird saying,’You were actually heard booking a hotel
room in French.’
Fortune: ’Well, it’s so easy with Linguaphone. You just listen and
repeat.’
’Repeat,’ John Bird answers.
’Yes, you see, you’re learning already,’ enthuses Fortune.
And then Fortune goes on to advertise the free introduction pack.
Fantastic.
I can never make out what it’s for, but I love the ad with the Gilbert &
Sullivan-esque song. Whoever thought it up must be a genius, and whoever
wrote the lyrics must be a craftsman/woman. I think it started with HMS
Pinafore and then went on to the Pirates of Penzance with the Model
Major General. It is a beaut. It is as if Gilbert had written it
himself. I never switch off while that’s on.
Another ad I would never switch off is the one where a woman is
complaining: ’She borrows my clothes; takes my CD’s.’ You think she’s
talking about her sister. But the ad continues: ’I just don’t know what
has got into mum lately.’ We know, don’t we? Mum has been taking
Sanatogen ’that fortifies the over 40s’. That explains everything.What
an ad. Brilliant!
Send your rants to Diary Editor, Campaign, 174 Hammersmith Road, London
W6 7JP.
