It’s official: advertising doesn’t work. We’ve got the proof.
Last week was the final of the London Advertising Softball League
Recreational Trophy, if you didn’t already know, and a team from Abbott
Mead Vickers BBDO was lined up to play against the leisure specialists,
However, so convinced was Dewynters of victory that the agency mounted
an ad at the Spectacolour site in Piccadilly. ‘May the best team win’ it
scoffed, comfortable in the thought that the winner would be its own
It also placed a press ad in the Evening Standard on the day of the
shoot-out, to put even further pressure on its adversaries.
In addition to this, it had an authentic bookie taking bets and offering
odds of six-to-four on Dewynters winning the match, anticipating the
sort of sure-fire victory everyone expected.
The agency drummed up an impressive number of supporters, bussing in 70
fans for the event, while the Abbott Mead team was cheered by a measly
But none of this feverish activity or these bold advertising initiatives
helped, because Abbott Mead wiped the floor with Dewynters.
To add insult to injury, the Abbott Mead team also cleaned up
financially, raking in handsome winnings from their bets with the
bookie, who had offered even money on them winning, while the Dewynters
tribe lost more than a few pennies on their unfavourable odds.