Magazine article Marketing

Adwatch: Impulse - 'Front Door Key'

Magazine article Marketing

Adwatch: Impulse - 'Front Door Key'

Article excerpt

We open on an ad that has been adapted from another market. This we know because it has some dodgy lip sync in the middle and looks like it was shot in the mid-80s. It is a false economy to save pounds 150,000 on production, only to waste a couple of million quid by running a naff ad with dodgy production values.

It is highly likely that this ad from Impulse did well in the country from whence it came. It was probably bundled up with a set of research results and sales performance figures and then sent around the world with a note saying that the client and network think running this ad should be seriously considered. The local markets would have seen the economic sense of this strategy and then broadcast a weak ad in the name of global consistency.

Judging by the Adwatch figures, the British public are distinctly unimpressed. I'm still trying to work out the strategy on this one - bloke gives girlfriend a ring-box, and inside it she finds a key. …

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