Goodmans, the hi-fi manufacturer with a history of offending Britain’s
advertising watchdogs, is pursuing its controversial style in the first
cinema work for its in-car audio brand.
The national campaign, through Saatchi and Saatchi, is the first
advertising for Goodmans since it was taken over by Alba in 1994.
The film opens with an executive behind the wheel of a Jaguar pulling
off a forest road, apparently to repair a flat tyre. The viewer sees him
using a foot-pump and looking around furtively, but only in the closing
shots does it emerge that he is inflating a giant blow-up doll.
The campaign uses the same endline, ‘Goodmans - Britain’s second
favourite in-car entertainment’, that has run in the company’s print ads
since Saatchis took over the account in 1991.
The latest spot, which breaks nationally on 23 February, was written by
Eugene Ruane and art directed by Ajab Singh. The pair also directed the
ad through Saatchis’ in-house production facility, Winkle Films.
In 1992, Singh devised the infamous ‘heavy petting’ posters featuring
Helmut Newton’s photographs of a couple petting in a car. The posters
were thrown out during the judging of that year’s Campaign Poster Awards
on the grounds of bad taste.
In the same year, Goodmans came under fire from the Advertising
Standards Authority for a series of three long-copy 48-sheet posters
that carried unsubstantiated claims.
The posters revealed the fact that 280 women make and test Goodmans’ hi-
fis because ‘a woman’s hearing is twice as sensitive as a man’s, while a
woman’s sense of touch is ten times better than a man’s’.
Adam Crozier, joint chief executive of Saatchis, said of the new film:
‘Goodmans has a very clear market positioning, but it never takes itself
too seriously in its ads.’