Magazine article Marketing

Adwatch: PC World - 'Best of Both Worlds'

Magazine article Marketing

Adwatch: PC World - 'Best of Both Worlds'

Article excerpt

Ask most traditional creatives which ad in the top 10 they liked the most and I suspect the answer would be Barclays. It is witty,warm and a welcome return to form.

Ask them why they thought PC World always seems to be in the top five and regularly number one and, after scratching their heads, they would probably reply 'well, it's the shed loads of media money, isn't it?', the argument being that we see it so many times it cannot fail to stay in our brains.

But is it just that? The opening graphic is the welcoming open door shot - nothing new there, apart from the slightly bizarre dismembered hands opening it. We then see some dialogue between a well-cast female student (thumbs up from traditional male agency creative department) and a salesman whose acting performance leaves a lot to be desired.

Where I suspect PC World does score over Barclays is the simple clarity of communication - pounds 349 instead of pounds 449 is a great deal with a DVD/CD and wireless thrown in. You can also take it home today and there is a reference to beating internet prices. …

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