Award winner for Joe Public’s Roman’s Pizza

Wait. That’s not right. The awards were for several other things on several other accounts. All the same, they just can’t get enough with this momentum, can they? Client must have a pretty decent budget, but, that begs the question: have they spent any of it on market research? I can only shrug and assume so, because someone is buying into this advertising tripe and going out to buy this stuff. I know that with almost 7billion people on this planet, you can’t make everybody happy all of the time. Neither should you have to. But if you are being paid to handle a client’s account, the least you can do is your job. If I am seeing this, you have failed with your attempts on placement and are definitely speaking to the wrong audience. I like pizza. But since this campaign, would rather go hungry than order from Roman’s.

I have a few more questions:
• Why hasn’t some octogenarian from Bez Valley called the ASA yet and complained about the whole dancing on the front of the bonnet effort? (Their last ad had to be pulled.)
• What’s happening at the 27” mark? Phone camera recording ditz? Sure. Likely to happen.
• Mark Lottering look alike in the closing shot?

Apparently they are selling by the truck load, and don’t profess to be aiming their messaging at the high brow consumer. Oh good. They won there.

Please stop it? Please don’t do anymore ads?

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.

Did it work for you?

Come as you are. Gay burgers accepted.

We’re ok with two men holding guns, but two men holding hands? Not so much. Read it anyway you want, there’s still a long way to go before everyone gets the same acceptance in everyday situations, no questions asked. So it’s quite something when a brand attaches itself to homosexuality with favour. Few have done it, but those who have, have certainly made a statement. Ergo, I like the French offering from McDonald’s called “Come as You Are”. There is little more affecting than the elephant in the room when one person has a secret to tell and assumes the other is not going to want to hear it.

What resonates for me with this spot is that no product or promo is being sold and there is no cheesy exchange of service brilliance. There is simply a soothing reminder that everyone is welcome at McDonald’s, told tenderly between furtive whispers, nervous glances and a moment of suspense in the climax where a son sees that the distance between him and his father is nothing but obvious.

Television commercials are wonderful opportunities to tell stories that leave an indelible impression. This one wins and delivers realistic performances in a neatly packaged spot that successfully puts the brand into the subject of conversations. In a few days, you will still remember who it was for, you are likely to tell a friend, and where it goes from there is only limited to the vast atmosphere of social networking. I’m sold, are you?

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