EDITORIAL: Hitachi zapper misses true turkeys

Who needs those po-faced Swedes throwing spanners in advertising’s evil works, when the industry has friends like Hitachi?

Who needs those po-faced Swedes throwing spanners in advertising’s

evil works, when the industry has friends like Hitachi?



The Japanese electronics wizards will be about as welcome in the agency

village as a Scandinavian culture minister after unveiling their latest

gadget - a video recorder that automatically zaps through the ads when

replaying TV programmes.



Just what you need, Hitachi helpfully explains, when the commercial

break appears and you’ve lost the remote down the back of the sofa.



With so many consumers believing commercials are often better than the

programmes, the Advertising Association is right not to get into a

lather about it all.



Now if only Hitachi could come up with a mark-II version that skips past

anything containing Vanessa Feltz, Anthea Turner, Noel Edmonds, Dale

Winton and Matthew Kelly, it would do us all a favour.



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