Thursday, July 22, 2010

User Generated Outcomes

The Adam and Jane series of ads for BT have been an unusual one. They have always felt a little cliched, an attempt to shoehorn modern day lives into the Gold Blend formula of the 80s. Yet thanks to the writing and casting they have always come across with a warmth that makes them work. (They wouldn't have ran this long if they weren't connecting right!)

Always a great case study for the unspectacular, I also enjoy seeing a creative idea being allowed to develop and grow like this. They won't win any Gold Lions but the audience has time to become attached to the idea and the characters.

With the campaign coming to a close, the public have been roped in to vote for what they want to happen at the end. A pointless excercise in many respects, as I can hardly see "They all get run over by a Virgin Media lorry" winning, it will of course be happy schmaltzy ending or faux-meaningful seperation. But maybe that's okay, when a campaign has connected with people in this way; it's better to end on a cliche than leave everyone wondering 'what the hell just happened?!' - See Renault Clio and Nicole).

It will be interesting to see how many people vote and what comes out as the winning choice, but I won't expect a surprise.

Oh and My Family is still shite.

1 comment:

Pablo Edwards said...

Very interesting idea. You'll have to let us know how it plays out!