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 email@example.com or post it to
Diary editor, Campaign, 174 Hammersmith Road, London W6.