By Bob Garfield
"If you crave perception into the wacky, zany, madcap--albeit very serious--business of advertisements, it is a good spot to begin."--Miami usher in A witty and frank examine the advert biz from one in all its most precious voices ads has develop into an never-ending circulation of clich?s, tacky productions, miscast celebrities, and gratuitous sex--and take-no-prisoners advertisements Age columnist Bob Garfield has had sufficient. within the usually hilarious, constantly dead-on And Now a couple of phrases from Me, Garfield appears on the most sensible and the worst in state-of-the-art advertisements as he tells ads execs that it is time to swallow their very own egos, go back consumers' rights to the vanguard, and--once and for all--eliminate undesirable advertisements from the face of the earth.
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Extra resources for And Now a Few Words From Me : Advertising's Leading Critic Lays Down the Law, Once and For All
Never mind that the Energizer commercials were far better produced and that the joke was vastly more relevant to batteries (“Keeps going and going”) than it ever was for beer. In fact, as we’ll see more of in Chapter 3, in the Carling commercial the gimmick was merely a clever idea in search of a sponsor. In the Energizer campaign it was a perfect metaphor for the central selling proposition. No matter, though. The bunny was deemed too derivative of Carling and summarily eliminated from Grand Prix consideration.
Duh. The problem wasn’t that the ads belabored the obvious. It was that the ads belabored the wrong obvious. Never mind the benefits of love and automobiles. Where are the stores? How are the prices? What kind of warranty? Oh, and, by any chance, do they sell used Buicks? So, yes, the campaign was unexpected, all right. And, of course, also unsuccessful. GM and Mullen soon parted ways. In marriage and the agency business, so often, rule breaking results in relationship breaking. WILL REFRACT FOR FOOD Maybe you look at that example and say, “That’s breaking the rules?
Every frame of every ad was about the value, to the target audience, of that service. The equally classic Hamlet cigars campaign from Collet Dickinson Pearce, London, was about poor schnooks whose worlds were perpetually collapsing around them. The funniest, and most famous, had a ridiculous little guy in a photo booth, trying vainly to manage 39 40 AND NOW A FEW WORDS FROM ME his extravagant comb-over for a handsome self-portrait. But the camera always flashed at the wrong instant, catching him unposed.