Magazine article Marketing

Adwatch: Bounty 'Amsterdam'

Magazine article Marketing

Adwatch: Bounty 'Amsterdam'

Article excerpt

The comedies of ancient Greece, Little Britain, Dick and Dom in da Bungalow and Christmas pantos - what do they have in common?

They recognise the appeal of men in dresses. Not in the 'is he or isn't she' ladyboy sense, but in the huge, ugly bruisers shoehorned into bulging frocks sense.

It is not big (even if the blokes are) and it is definitely not clever, but as guaranteed crowd pleasers go, it never fails. Perhaps this is why the Bounty campaign continues to work so well, even if it is a tad hackneyed.

After all, it is little more than a 50s side-by-side comparison, in the style of a 70s Les Dawson sketch; modern and innovative it ain't

Robust transvestism aside and regardless of whether you think the campaign is any good, there is an important lesson we can learn from this continued success; something that has enabled Bounty to do essentially the same ad for nearly four years, and still have it deliver.

The lesson? Never forget the art of making people laugh. It's only advertising, so entertain us. Though the intellectual snob within may wish otherwise, one look at the TV schedules and cinema box office shows what sells. …

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