Wednesday, April 27, 2011

Hit the Button

Some ads make great use of celebrity endorsements, some are a little cliche'd, some are just celebrities with logo's on. It takes a very special kind of celebrity ad to make you want to rip your own face off.

The new Head and Shoulders ad featuring Jenson Button is worse than that.

Funny thing is, I like Button. As an avid follower of Formula 1 (at least until Murdoch gets his mitts on it), I have a huge respect for his skills and abilities, as well as his loyalty in sticking with the Honda team even though it was slower than a royal wedding procession (topical!) hitching a lift on a tortoise (internet topical!).

However this ad is just awful. A strange idea that doesn't seem to ever gel into anything coherent. From the half arsed ryhming that gives up midway through the ad, to the cheese factor that stinks out any of the moment that might be considered comedy.

There is plenty of creative potential to the thought of other things being on his mind, but it comes across as a safe, riskless, joyless, passionless piece of work that not only embarrasses Jenson but embarrasses the brand. Maybe it works better in other languages (I believe it's not a UK ad), maybe their sense of humour fits this better...

This is a perfect example of where agencies and clients need to watch the ad like a real person. Stop thinking in your roles and imagine this came on while you were watching TV, would you go and buy it?

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