Oh dear, barely a week after the merger deal was signed and sealed
- and TBWA GGT Simons Palmer has received its first letter from
The agency’s ads for Strongbow cider, featuring the impossibly sexy
Johnny Vaughan, carry the endline ’live to loaf’ - and it seems someone
else is claiming it used the phrase first.
The Idler magazine, set up five years ago and inspired by Dr Johnson’s
essays of the same name, is claiming the phrase as its own.
Since its first issue, the Idler has lectured on the art of loafing and
basically getting through life without having to do much work. Last
year, it introduced the memorable strapline, ’live to loaf’. Yes, the
very line which is now being used by Strongbow.
So you can imagine the surprise of Tom Hodgkinson, the editor, when he
opened Campaign last week and read of the Strongbow ads. ’In one
sense,we’re obviously on the right track because we’re cultivating a
trend, but it would have been nice if they’d spoken to us first,’ he
Worse still, Vaughan’s Stronbow maxim, ’maximum refreshment, minimum
effort’, was also articulated, albeit slightly differently in ... an
Idler interview with the artist, Damien Hirst. At the time, Hirst said
he created art with the view ’minimum effort, maximum effect’.
The Idler’s lawyer has popped a letter in the post to the agency to try
to clear up any confusion. Could this be Wonderbra all over again?