Burnt Advertising. Good idea gone bad.


You know the feeling. A commercial starts so nicely you can’t help but being pulled in. You lean forward in your seat and wait for the double-clutch moment that drives home the message with style. The music, the lighting, the direction and the performances all work in harmony to tell you a story about the product, and why you shouldn’t want to live without it. Seems simple enough. Anyone working in advertising will tell you it’s not though and that the road to advertising-redemption puts every creative at a crossroads everyday, with every job.

With every story, movie or message comes the moment where you can liberate your message and leave it indelibly in the minds of your audience, or you can so badly misunderstand why you went into advertising in the first place, and lose the plot altogether that another day at the office should be questionable. “Burnt Toast” for Warburtons Bread by RKCR/Y&R in the UK ticks all the latter boxes for me. When does something go from witty to worthless, or clever to clumsy? Watch this TVC and to check it out. It happens at the 19” mark. The idea’s a seller. The execution is not. The fine line between ‘success’ and ‘silly’ is crossed and they have done themselves a disservice. It was so close to being there but didn’t quite make it, and unlike bread that has been in the oven too long, it is more like a premature baking flop. Pity. Nice William Orbit tune though.

http://www.youtube.com/watch?v=w2C_gxH2PAs

Did it work for you?

What the BOERIEZZA are you trying to say here?

Crisis of note when something like this gets passed all writers, creative directors and by an act of somebody-still-has-a-job-but-I’m-not-sure-how, gets approved. Or, was it asked for by the client?! Is the “…lekker cheap and cheesy, but so is our pizza…” slogan supposed to excuse or save this bad presentation, or how the concept is being communicated?

Consumers are actually quite smart, and as the margins are blurred between socio economic backgrounds with the ‘aspirational’ crossing the street to where the ‘previously advantaged’ used to live, it seems marketing and advertising might be ignoring this and simply getting more desperate. This example certainly is. Who exactly is Roman’s Pizza trying to reach here? Do they even know? Experts say that the smart grid is dumb without smart consumers. What then are Roman’s saying about theirs? I’m not saying that pizza lovers necessarily expect a high brow, strategic message, but really now… this is just taking the piss.

We’re all consumers. And even though it’s staggering to acknowledge, so are the guys who wrote this drivvel up and believed it would rock the socks off a pizza loving audience. That was their second mistake. Their third is that they have since sadly made another in the series which means that, even if they can read, seeing this post might mean nothing to them. I’m worried to find out whether sales of this product have impressed… What do you think?

Like minded bloggers: http://www.cherryflava.com/cherryflava/2010/05/romans-pizza-ad-gets-banned-by-the-asa.html
and http://jeremynell.com/attack-on-afrikaners-romans-pizza/

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