Magazine article Marketing

Adwatch: Currys - 'Hot Offers'

Magazine article Marketing

Adwatch: Currys - 'Hot Offers'

Article excerpt

Creatives like to forget retail accounts are the backbone of our ad industry. Without these clients, many agencies would have to dispense with the flash cars and Soho addresses. Love or hate them, they are cash cows.

The price to be paid is a dull formulaic client with no sense of adventure or creativity. One ad is much like another. This execution for Currys by M&C Saatchi is no exception and is about as creative as a plank of wood, a bit like Linda Barker's acting.

The chirpy sales girl is taken straight from an old Woolwich ad and is probably every middle-aged mum's ideal daughter. The music is Hot Chocolate's Everyone's a Winner, a familiar ditty, though I imagine it was only chosen because Currys is selling 'Hot offers'. You can imagine the pitch, along the lines of those wonderful Orange Film Board cinema ads: 'Umm... hot deals... hot... I've got it... yes... let's use Hot Chocolate.'

A classic example of two cs in a kitchen, it's 30 seconds of cookers at lower prices than you thought - who believes anyone pays full price anyway? …

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