Magazine article Marketing

Adwatch: B&Q - 'Bill Oddie'

Magazine article Marketing

Adwatch: B&Q - 'Bill Oddie'

Article excerpt

Bill Oddie's voice twitters 'cheap, cheap' like one of his precious hedge sparrows while a dust-sheet is whipped off a '15% off' sign and the B&Q logo pogos around, flashing sections of bathroom suite like the panels on a Rubik's Cube (sorry, that's offensive to the Rubik's Cube, which can at least lay claim to a certain Mondrianesque aesthetic appeal).

Will the marketing team responsible claim cut-through? I don't think so - not on a Tuesday night dominated by Wayne Rooney's foot, Michael Owen's knee and England's stuttering form. What about awareness? Well, B&Q made it into the Adwatch table, so people are obviously 'aware' of it. But what exactly does that mean? I am aware of Big Brother - but I hate it. Every time I hear its faux-sinister theme music or see one of the relentless trailers, I am reminded not to watch it.

The same goes for B&Q. Whenever one of its ugly, annoying little ads come on, I make a mental note never to go into one of its branches. It is like those white Transit vans with 'Patios Laid and Drives Resurfaced' stamped on the side in wonky lettering. …

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