Monday, June 09, 2008

...and the beat goes on... and on...

Oh dear. M+C Saatchi, what were you thinking?
Do you really need this long to tell such a simple story?

Dragggggggged out over 1 minute this ad just falls flat on its small bubbled arse; its a great choice of song, but as the lyrics suggest; the ad goes on, and on, and on.

It all feels like the milliseconds have been eeked out of everything. Why?

I thought the M+C motto was Brutal simplicity of thought; maybe they need to remember the brutal simplicity of short.

At least the 30 second cut should improve things.


Charles Edward Frith said...

Probably winning speed strategists for the IPA gave them a slower execution.

Brains said...

Brains can't really see what the problem is here. Now forget you work in advertising and are a typical consumer that looks at ads for what they are, rather than what they could be...

Will they be entertained? Yes. Will they lose interest? Not the first time...which leads on to the real debate here...will this 60 seconds become a 30 and/or 10 in the near future? Is this is a yes again...what is the problem?

I'd like to point out the irony of a song and strategic positioning about 'going on...' and then NOT having at least an ad that appears to, well, 'go on'....(just like this comment...goes on...are you still reading? If so, I'm right, if not, I apologize and the consumer has lost interest by the end)

Still reading? Then I rest my case.

Rob Mortimer (aka Famous Rob) said...

Thanks Brains.

I always try to look at ads from the POV of me sat at home flicking channels.

I hope it will be a 30 second ad, that would be pretty good; but this version just goes on too long without ever feeling like it needs the extra time to work. As if a 30 sec ad was stretched for a 1min spot.

The editing and cutting just don't work over that length. If your dance ad was 10 seconds or 2 minutes it would be the same!

Those extra 20-30 seconds just lost my interest I'm afraid.

Anonymous said...

Did you guys know that it was directed by Tony Kaye?
A return to the scene of our beloved infante terrible.
Has he fallen from grace? Or is it another classic for his locker?
The jury's out.