Monday, 7 July 2008

While we're talking about the bits between the programmes...

What is with all the adverts that have nothing to do with the product they're advertising? You must know what I mean, a beautifully shot/directed piece of film comes on leaving you with no idea what it's on about until the very end when the product is revealed. Of course, this carries with it a problem, generally you end up at the end of it remembering the advert but not the product.

This all started with, as I remember it, the cadburys gorilla advert. Of course, you'll be saying, you remember the product, the advert worked. Well I do remember the advert, but only because it gets discussed on the TV, internet and in the press all the time as a shining example of how to do advertising, and every time it's mentioned it is called the Cadburys Gorilla Advert, I remember the brand because every time someone mentions the advert they mention the brand. For those of you lucky enough to escape it it features a man in an ape suit miming to the drum solo from Phil Collins hit record In the air tonight, if anyone can tell me what that has to do with chocolate, please do go ahead.

The dubious success of this advert has inspired successors, all trying to usurp the reign of the gorilla king. There is the motor racing airport vehicles (also cadbury, I made a note at the end), various car adverts (one from volvo sticks in the mind, but only because you can catch a glimpse of the car every so often) and most recently one for Smirnoff Vodka (again I took notes). Seemingly the advert is telling us that we should strip the english cannel of all the detritus of the second world war, it looks like an environmentalist pitch, but no, it's to tell us how filtered the vodka is.

All these adverts are terribly annoying, they don't give you any real information, they exist just to serve the egos of the art director. Sir Allan had it right in the Apprentice, it matters not how beautiful or creative the advert is if it doesn't tell you simply and clearly what the product is. These ones would earn the responsible team a quick and nasty 'You're Fired'. 

See how bad these ad's are? I'm agreeing with the apprentice!

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