Magazine article Marketing

Adwatch: Marks & Spencer - 'Chocolate Pudding'

Magazine article Marketing

Adwatch: Marks & Spencer - 'Chocolate Pudding'

Article excerpt

What's happening? Everything we have been saying every minute of every day suddenly appears not to be true.

The success of this Marks & Spencer food ad is the creative industry's worst nightmare.It uses 30-second ads instead of 60 seconds. Product shots only, not a cast of thousands. Filmed in a studio in Regent's Park, not on a beach in Bora Bora. A taxi to the shoot, not to Terminal 4 and a long-haul flight. About pounds 74.89 on production, not pounds 750,000. And still Marks & Spencer gets the highest recall rate of the week? No! Please don't tell anyone, especially not any of your marketing director types.

But, just between us, this execution does exactly what it's meant to do: sell. I couldn't get any of the little chocolate puddings at the weekend.

It seems food porn is the new porn. Sainsbury's, Waitrose and everyone else are at it. But no one is doing it better than Marks & Spencer. Even the crumpet of a voiceover melts as effortlessly as the butter. …

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