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.
Did it work for you?