Thursday, May 05, 2016

Blighty Ad Review - Part 1 - Carling, Cadburys, Go Compare

One of the many advantages of having a Proxy connection, is that it allows me to see what's going on in the world of British advertising without having to read a million industry articles.

So here are some reviews of British ads I've come across recently:

Carling - Bird Chase

Almost a lovely TV spot. A chase with a bird, featuring some silly stunts and a bit of humour. Apparently it's over a year old, but I hadn't been exposed to it til now...

The problem is the end line. "It's good, but it's not quite Carling."
Yay! They changed the tagline back...
That calls for a Carl... oh bugger.
Firstly, just like Carlsberg when they shifted their tagline to 'That calls for a Carlsberg', it's trying way too hard to be some kind of catchy line that makes the product sound great in popular culture. Thankfully Carlsberg saw the error and have changed back to the old tag line, just replacing 'lager' for 'beer' to match current trends.

Secondly. Carling, as popular and reasonable a beer it may be for the price - everybody knows that it isn't the greatest beer in the world. Unless things have massively changed in the last 3 years - Carling has spent a long time as the ubiquitous cheap beer. Go into a pub and most of the time it will be the cheapest lager on tap, so that's what people drink. Go to a shop, and Carling will be among the cheapest branded beers, so that's what people buy. Just like Carlton Draught and VB over here in Australia, the former of which has maintained funny and memorable ads for some time now.

To me it doesn't shift perception of quality, and using it in that way damages the other good elements of the work. Even a slight shift to something like (and of course I'm not a copywriter..!) 'Not quite a Carling moment' would keep the humour and concept, but lose some of the contrived feel.

Cadbury's - Tastes like this feels

Again, another piece of work that is so very nearly spot on. The idea of using funny or cute internet video clips representing the joy or pleasurable feelings of eating the chocolate carries on the joyful idea first seen in Gorilla.

The problem here is that unlike Gorilla and other highly engaging Cadbury's work recently - this one fails to give the audience anything to work out. It just jumps straight in and tells you the perception you are meant to take out from it before showing you anything to interest you. Now I know Cadbury's has some credibility in interesting content, so people may be more tolerant of remaining attentive... but it just switched me off immediately.

I get that the client wants the brand to be visible at the outset, but they did that with Gorilla without spoiling the content.

Go Compare - That fucking Opera singer

Fuck off. Just fuck off. Seriously now, fuck right off.

Get over to the corner and don't come back again. Jump out of a plane without a parachute whilst carrying lead weights. Taste test some cyanide pills. Have some risky throat surgery from Dr Nick Riviera. Go swimming in the Rio Olympic Swimming waters. Operate heavy machinery whilst very drunk. Set fire to your hair. Poke a stick at a grizzly bear. Eat medicine that's out of date. Use your private parts as piranha bait. (Hang on, that's turned into dumb ways to die...) But really, honestly, just fuck off and never ever return.

A terrible campaign, that whilst not as bad as it has previously been (Excluding the work by Dare
where they actually used his irritating value to good creative effect) - is still so bloody bloody awful that were I a billionaire I would (Remington style) buy the company just to stop them being aired. "I hated it so much, I bought the company."

Please Gio, shave extra close.
EXTRA close.
Preferably with a rusty razor blade.

"Go Away.
Go Away.
This fucking ad's still fucking bad.
So Go Away.

Go Away.

Go Away.
You only work from media buys.
So Go Away.

At least the Meerkat's

Not a complete twat
So please pack your gear
and go fly to North Korea..."

1 comment:

Jennifer Martinez said...

Very Good and informative Article. I like the way which the writer shown in the Article.

Once again Thanks.