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The Week In Advertising

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Persil - Dual Action Mums

Agency: TMW | Executive Producer: Kate Myles

Who does the washing? Women do! Of course they do! This is the 1950s after all. No, hang on, it's 2015 - and women still do the washing, but they're cool women now. Not only are they mums (who do the washing), they do cool things, on bikes and stuff. Like men! But men don't do washing. Yeah! Sexist twaddle.


32 Red Bingo - Get In

Producer: Helena Bullivant

This all goes by in such a blur, it's quite difficult to tell whether or not I enjoyed it. A was vaguely aware of a woman puffing out her cheeks in a supermarket and a man throwing a ball for a dog. Somehow this represented winning, which led me to the payoff: "Do you like winning?" I suppose I do, but I don't like online bingo, and I'm pretty sure I didn't like this ad. But, as I say, it was all so horribly rushed I couldn't really say.


Gocompare - Optician

Agency: Fold7 | Creative Director: Ryan Newey

GoCompare have painted themselves into a bit of a corner. Having found some success with their rotund opera singer, who they blew up, ridiculed and eventually dumped, they're stuck with the task of finding a new recognisable trope for their ads. And they're struggling. This optician fellow doesn't cut through like opera guy, and the notion of 'curing' a problem has been well milked by other campaigns. If only they had an 'Oleg'...


Not On The High Street - 'Here's To The Men'

Agency: WCRS | Creative Director: Chris Ringsell

As everybody knows, Father's Day was an invention of the greeting card industry rather than an actual tradition. But marekting is marketing, and it's been going so long now, nobody really cares - and it's a handy hook on which to hang an ad for a giftware site. Although this spot is probably as guilty of gender stereotypes as the 'Dual Action' piece at the top of this page, it's actually a loy more fun. And dads are a bit daft, and prone to reliving their glorious pasts (I know, I am one). More importantly, we're shown they kind of attractive novelties in which the client specialises, so the sell is pretty solid. On the day, I wouldn't be unhappy with a chocolate hammer.

Magnus Shaw is a blogger and copywriter

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