Bang!
It’s not every day that you see a smart commercial on UK television. If you are lucky enough, that once-a-month smart ad is not a translated or copied version of a German or Scandinavian and is in fact English. You see, TV ads are usually painful to watch. The only good thing about them is that you’ll have about 3~4 minutes to go make yourself a cup of coffee or pay a short visit to the loo. But sometimes, when you don’t feel like having a coffee or don’t need the loo, or when you are just too lazy to move your arse and get the remote control from the other side of the room, you will have to watch them all. What you like, or should I say the ads that work deppend entirely on your personaluty.
Some ads are classy and aim for a very small group of people. Jaguar gorgeous ads for instance. It is gorgeous to look at and very tempting if you are planning on spending +£60,000 on a new car. It is targetting those who can afford a jaguar and at the same time, it will make those who cannot buy one, wish for one. The new British Airways’ “please keep your feet on the furniture” ad is another good example. If you can afford the Club world, you can keep your feet on the furniture! Neat!
Some ads are Dumb and cheap and aim for dumb and cheap people! Olay’s “hardly a celebrity price tag” ad is THE perfect example. It is simply Godawful! It’s a pain to look at or even listen too. The one and only group that will actully buy it are those who cut Olay coupons out of lonely housewife magazines!!! Unfortunately for us and fortunately for Olay, there is a lot of people out there who buy those magazines, watch the Jeremy Kyle show or want to look like celebrities without having to pay the price! Sensodyne’s new ads are another example. Some dentist and a couple of happy customers talk about some stuff as if they have not been discovered before and nobody ever knew anything about them. Dumb people will listen to the dentist and buy the stuff. Others will, well… They’ll do what smart people do!
And then there are smart ads that aim for everyone and work like a charm. New Müller lid lickers campaign or the legendary Barry Scott from Cillit Bang are two good examples. I’m not sure if there is any official statistics on this, but almost every person I know enjoys licking the lid of yogurt! Those who don’t or have never tried it before are missing a great joy! You will be adding “Müller” on top of your to-buy-list after you see their new ad. Everyone can afford one and so everyone will buy one. Works like magic! Or take Cillit Bang for example. I bought one the day after I saw their first ad. It is obvious that it’s intentionally badly made and yet it’s totally the opposite of Olay’s ad. The Doctor, Barry Scott, shouts for no reason. On the other hand, Sensodyne’s dentist or Olay’s Celebrity Beauty Editor are calm. Then, there are the usual happy customers. The stupid 80’s style editing that pokes more fun at dumb people is nothing but smart! These are the ads that are fun too look at and will be remembered everytime you go to a supermarket!
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