Thanks Eric

I moved to Manchester about 18 months ago, and realised pretty quickly I needed to pick a side: Red or Blue.

I chose red (I didn't want to follow the new Chelsea, I prefer Stone Roses to Oasis, I like the club's history and positive style), though I wouldn't claim to be a true fan like the guy sat on the next desk.

However even when I lived down south (where the percentage of Utd fans was higher...) I knew that the best thing about United in recent times was Eric Cantona. A legend of the Premier League, and the kind of player that everyone can appreciate.

See, I'm about to cancel my Sky Sports subscription, I just don't watch it enough. But seeing the collar flinging legend promoting Sky's Sports coverage very nearly changed my mind.

To some extent the execution doesn't matter, it's Cantona, the definition of personality branding. Just seeing him talking about Premier League and HD makes me want to buy an HDTV and sit there watching Stoke vs Everton.

I think there is a lesson here. Most of the time you can't rely on celebrities and their personalities to sell and make your brand look good without a solid idea behind it. Just occasionally though, you can. (See also Thierry Henry and Renault).

Pardon?

A while ago I mentioned the build up to the new Renault ad with Eric Cantona. I hoped it would be the start of some good work for Renault, and remind us why even those of us who hated (at the time) Man Utd liked the Frenchman.

Well after that I never saw or heard a peep about the actual ad.

Which given the nature of it is hardly surprising. It looks pretty dull, and is effectively a feature list.



I don't think it is the best use of Monsiour Cantona, but he does make it work. The exaggeration of the selling just about comes through, and the play on his personality is pretty nice.

Nothing amazing, but its a damn site better than what Renault have done recently. I hope they keep improving though, as this only worked because of good casting.

1966 Was a Good Year for English Football, Eric was Born

One of my favourite Nike ads from W+K there, but I am perhaps even more pleased about the Frenchman's latest ad-venture.

After a year or two of terrible ads (this week's Campaign Turkey for one, last years 'Ad Pit Winner of Worst Ad of 2008 for another) Renault finally look to be heading in the right direction again.

If I ask you to name great Renault ads you will almost certainly say one of two:

1. Papa & Nicole
2. Theirry Henry - Va Va Voom

Both great campaigns that really demonstrated what we love about the French, whilst avoiding the things we hate! Yet, since then the brands work has been missing something, a certain style, flair, passion. Which for a French car brand is terrible. They had lost... well, their Va Va Voom.

But Cantona is back tonight, and this time its in a Renault; and for one I am really really hoping that this campaign makes the endorsement work. Because if there is one ex-player of recent times who exhibits French flair at its very best, its Cantona.