Too Much, Too Old

Every so often an advert comes along that is so in your face that it is plain irritating. There have been a few examples over the years, and they usually do not work.

Think of John Cleese’s campaign with Sainsbury’s – one of the contributing factors to the supermarket’s fall from the top spot. The fact is that nobody likes being shouted at in the UK – it’s just not in our nature. It stirs up thoughts of: “The last chap that tried to tell us what to do came a cropper in 1945!” and so on…

I’m a great believer that advertising should be unobtrusive, but eye-catching. A contradiction in terms? Not at all. The latest advert by Orange is excellent, really makes you sit up and watch, but is gentle and quiet in tone (if you don’t know which one I mean, it is the one where people appear seamlessly from behind other people, trees etc.)

On the other side of the coin there is Trident Chewing Gum. It involves someone shouting at the camera for 30 seconds with the ever so witty (if you are about 8 years old) slogan “Mastication for the Nation.” It’s not big, it’s not clever and it most certainly isn’t funny.

As I said, it may work for an 8 year old, but not for the adult target audience.

What is even more amazing is that there is a dedicated website for the campaign here and even a nationwide tour. It seems that the crux of this tour is to be given some chewing gum – I can hardly wait…

The advert is far too intrusive and just makes me want to switch channels. After all, if I want to hear mindless shouting I’ll listen to Sports Scene Talk-in on Radio Derby!

Be first to comment this article

Write Comment
Please keep the topic of messages relevant to the subject of the article. Personal verbal attacks will be deleted. Please don't use comments to plug your web site. Such material will be removed. Just ensure to *Refresh* your browser for a new security code to be displayed prior to clicking on the 'Send' button. Keep in mind that the above process only applies if you simply entered the wrong security code.
Name:
E-mail
Comment:
Code:*
	I wish to be contacted by email regarding additional comments