DIARY: I’M ONLY A PUNTER BUT ..

Clients go to advertising agencies and pay them large sums of money because they want to be provided with original ideas to promote their product or service. (Well, that’s the theory anyway.)

Clients go to advertising agencies and pay them large sums of money

because they want to be provided with original ideas to promote their

product or service. (Well, that’s the theory anyway.)



So, if I were Mercedes, Toshiba, Daewoo or London Underground, I’d be

pretty pissed off.



I’ll explain. A few years ago, Volkswagen ran an ad in which the VW logo

appeared as a couple of tablets in a glass of water. The industry liked

the work so much, it got into the D&AD Annual.



Apparently, the agency handling Mercedes also liked it a lot. So much

so, in fact, that some time later the agency produced an ad in which the

Mercedes logo appeared as a couple of pills.



It would seem that the agency that boasted Toshiba and Daewoo as clients

wanted to prove it liked the concept more than anyone else. To do this

it decided to run a full-colour double-page spread featuring the Toshiba

logo printed on some pills. Realising that this idea had yet further

potential, it later gave us two Daewoo pills, dissolving in a glass of

water.



This morning, as I waited for the tube, I spotted a London Underground

poster advertising free travel on New Year’s Eve. It looked to me like

the art director had gone down to Colour Space, Tapestry or wherever,

lifted out Daewoo’s pills (though it might have been VW’s, Mercedes’ or

Toshiba’s) and replaced them with two tube train pills.



I also saw this now ubiquitous concept featured on a bus-side for some

product or service claiming to relieve traffic congestion.



Just what is going on? Do creatives suffer from short memories or are

they just short on ideas?



Perhaps they are working on the theory that if the pill idea was good

enough to get into the book before, maybe they can sneak it in

again.



( If so, it might be useful for D&AD to start a Best Use of Pill Idea

category.)



If anyone has any idea what is happening (not involving pills, please)

can they let me know?



Send your rants to Diary Editor, Campaign, 174 Hammersmith Road, London

W6 7JP.



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