Magazine article Marketing

Adwatch: Egg - 'Approved by Guinea Pigs'

Magazine article Marketing

Adwatch: Egg - 'Approved by Guinea Pigs'

Article excerpt

What is this yearning we humans have to make other species look and behave like us? Other animals don't do it. Is there footage out there of giraffes using meerkats as hoof-puppets, then over-dubbing their screams of agony with 'Hello, I'm a giraffe'? If so, I want to see it.

Anthropomorphism would be on page one of any marketing book of tricks, but the Egg guinea pig campaign is more fun and more effective than the usual manipulative nonsense. It also pulls back a chintz curtain on the other side of our attitude to animals. Once we have finished getting all teary about the chimp in the nappy, we drag it off to a research facility and torture the cute little fella with fags and shampoo. It is clear that humans need counselling, ideally from a neutral species - how about a pygmy goat? It would look darling in a tweed suit.

In advertising we don't give a monkey's about human nature, we just use it to get our ads through research. Anyone trying to sell banking services entertainingly must dread the pissed-up bore in the research group saying 'Whassat got to do wiv my finances? …

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