Magazine article Marketing

Adwatch 22.10.08 - Morrisons

Magazine article Marketing

Adwatch 22.10.08 - Morrisons

Article excerpt

The supermarket's ad, like the others featured this week, fails to cut the creative mustard.

DON SMITH, CREATIVE DIRECTOR, THE UNION

I am saddened by the utterly uninspiring collection of ads to choose from this week. A bunch of supermarkets, a couple of foreign cars, a bank, a shop, a drink and some tissues.

I'll come to my review soon, but first, my dear marketers, I want to make you aware of a great danger to your businesses.

I call it The Great Void of London: a massive hole somewhere between Soho and Bayswater into which immense budgets can be thrown in return for a listless, branded echo.

It's an easy pitfall. You see the blockbusters where the skies rain with superballs and the monkeys play percussion and you want it so bad you let out a small amount of wee. But what you find is not the genius you sought - a bunch of highly paid asshats passing off a turkey as a toucan while trying to hide their contempt and apathy for you and your brand behind their well-tended fringes and Ray-Ban Aviators. …

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