Magazine article Marketing

Adwatch: Beechams All-in-One - 'Ice Hole'

Magazine article Marketing

Adwatch: Beechams All-in-One - 'Ice Hole'

Article excerpt

These days it's rare to see ads that actually have anything to say.

Many rely on saying nothing very much - they can do this by being really 'cool'. I think it's because ads are often aimed at two very different audiences: people who work in advertising and real people. Sometimes I wonder if ad agencies remember who real people are.

Ads for brands such as Honda, The Observer and Sony - that Bravia ad with all the coloured balls flying about - are aimed at 50 people who all happen to work in advertising. These people live in swanky parts of town, have money coming out the wazoo and run around in slow-motion commenting on cool ads. They don't get into trouble financially and they most certainly don't do anything as disgusting as catch a cold.

At Christmas, particularly, we are inundated with ads for stuff people don't need that say nothing at all, or say something so badly they pass viewers by. The latest ads for Beechams All-in-One really stand out because they actually say something of value.

The brand's ads last year featured a bloke with a frog on his head and mustard smeared on his chest. …

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