David Cameron won't serve a third term as Prime Minister. We know because, he's just told us on the telly. Which is odd, as he hasn't yet won a second term. Many hope he doesn't. Anyway, there'll be plenty of time for political manoeuvring and opinion in the next few weeks - and this is a column about advertising and the creative industry. So why raise the issue? Well, for one reason: the PM used an advertising analogy to declare his position, telling us that leading the country is great for two sessions, but three is too many.
It was quite a vintage reference, and one I think many younger folk would have found a bit perplexing. Nevertheless, that anyone still recalls it is a good indicator of the campaign's effectiveness. The work in question was for Shredded Wheat, and it posed the challenge 'Bet You Can't Eat Three'. That's some brilliant conceptual copywriting , right there. I'll be honest, I wish I'd written it.
"Dried wheat tangled together is a big selling point."
Shredded Wheat isn't the most tempting breakfast cereal. Its fibrous mesh resembles a bathroom back-scrubber more than a foodstuff; it's not tasty, and it takes an awful lot of chewing. However, if it does have one distinction, it's the wholesomeness. Indeed, the fact that it is nothing other than bits of dried wheat tangled together is its big selling point.
At first, in advertising terms, the notion that a human being wouldn't fancy more than a few pieces of a food feels counterintuitive. Nobody would use it to advertise chocolate, for instance. But this strapline perfectly encapsulates the power of Shredded Wheat, leaving us in no doubt this is hefty stuff - so loaded with goodness, only the most mighty person could breach the upper limit .
"I'm pretty sure this involved Ian Botham"
It gets better, though. Those seeing the ad who were already having the cereal at breakfast, it tempted them to try consuming more; and for those who didn't favour the brand, it urged them to give it a go, and see whether they were a 'three' person. I'm pretty sure this involved Ian Botham, at for a while.
So, here's a question for you: what is the current marketing line for Shredded Wheat? If you answered correctly (it's 'Live From The Heart'), I'd guess you either work for the manufacturer or their ad agency. I don't mean to be overly dismissive, but that's such a vague strapline I'd be amazed if it was remembered for more than an hour, while 'Bet You Can't Eat Three' remains part of the national consciousness decades after it was launched, and indeed scrapped. And that's because it's from an era when copy lines were an integral part of a brand, and were crafted to drive sales in disruptive and provocative ways. Sadly, the modern advertising model doesn't require such clout from its straps - just a loose nod towards a perceived aspiration. Hence things like 'Taste Life, It's Delicious', 'Share The Fun', and 'Live From The Heart'.
A year from now, we may have forgotten Mr. Cameron was ever a significant person, but I guarantee anyone over thirty will still remember the days when eating three Shredded Wheat was the mark of true leader.
Magnus Shaw is a blogger and copywriter
