Adwatch

Article excerpt

Marketing's unique weekly analysis of advertisement recall in association with TNS

Jacamo

The specialist menswear site is still finding its feet with new spokesman Andrew Flintoff.

Gerry Human, Executive creative director, Ogilvy & Mather London

In this ad, cricket legend Andrew 'Freddie' Flintoff announces that it's come to his attention that 'some people don't know Jacamo is for blokes who like to look good'.

Well, I have to admit I had no idea what kind of bloke Jacamo was for - until I saw this ad, that is. Even then, I didn't quite get it, so I did some fishing around on YouTube.

Ahh, now I get it. It's a nudge-nudge, wink-wink way of advertising products for gentlemen of the larger persuasion. 'Blokes who like to look good' is secret code for men who find it difficult to find clothes that fit them properly because they are, shall we say, bulky. Now, though, thanks to Jacamo's range of sizes, apparently they can look good, too.

The previous work, featuring stand-up comic and actor Johnny Vegas, was blatant about who Jacamo was talking to. Clearly, by switching from chunky Johnny to the tall, but fit, Flintoff, it has changed tack.

I assume it has learned that while Johnny Vegas is happy for us to have a giggle at his expense, it's unlikely to be true of this particular audience. They're probably fed up with being the butt of the joke.

I preferred the honesty and humour of the old campaign to this more clandestine approach, but I think Flintoff is a clever choice of spokesman, given that he is more of an aspirational 'big man' than Johnny V, and has his own range of clothes.

Nonetheless, it's one thing getting a performer like Johnny V to be the spokesman and quite another to expect a cricketer to morph into Colin Firth (not that the script poses much of a thespian challenge).

I wonder whether the commercial would have been more effective if it was devised in a more genuine way, and if Flintoff could have played a less cheesy role. Nevertheless, it's tough to get the tone of this emotional tightrope just right, so from that point of view, Jacamo has done well.

Brand strategy verdict

From a strategic point of view, I admire entrepreneurial businesses like these that identify a niche and go after it aggressively with advertising.

4 our of 10

MEDIA MIX
Direct mail
Digital
In-store
Print
Radio
TV

Q: WHICH OF THE FOLLOWING TV COMMERCIALS DO YOU REMEMBER SEEING
RECENTLY?

    19.09   Brand                   Agency/TV buyer                    %
1     (-)   Comparethemarket. …