CAMPAIGN DIARY: Sorry BMP, but the VW work doesn’t add up ..

Staff at BMP DDB need to brush up on their maths if a recent ad for the VW Golf is anything to go by. The series features unassuming members of the public holding signs revealing their true natures. For example, a fisherman carries a placard saying ’I feel sick’ and a severe-looking female shopper reveals she is thinking about ’chocolate, sex, chocolate, sex’.

Staff at BMP DDB need to brush up on their maths if a recent ad for

the VW Golf is anything to go by. The series features unassuming members

of the public holding signs revealing their true natures. For example, a

fisherman carries a placard saying ’I feel sick’ and a severe-looking

female shopper reveals she is thinking about ’chocolate, sex, chocolate,

sex’.



All well and good - but take a peek at the ad showing a child holding up

a complicated mathematical equation. According to Paul Glendenning,

professor of applied mathematics at Queen Mary and Westfield College,

the sum simply doesn’t make sense.



In a recent article in the Guardian, the professor took time out of his

busy academic schedule to deride ads that over-ambitiously use

mathematical equations.



The VW placard shows part of the answer to an A-Level maths question -

minus the crucial first line. At least VW came out better than

Cellnet.



Its ad featuring an equation scribbled in chalk on a blackboard was

condemned as absolute gobbledegook by the prof.



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