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The Week In Advertising

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The Green Party - Change The Tune

Unlike the US position, political parties in the UK aren't permitted to buy up airtime for promotional purposes. They are, however, allocated pre-arranged slots on which to display their wares - and this is the Green Party's effort for next week's election. The challenge the Greens face in seven days, is being taken seriously. They only have one MP, and are considered a bit eccentric by many in the electorate. Strange then, that they would go for a spoof boyband thing. Even if this piece was incredibly funny (which it isn't), the work would be self-defeating as it simply confirms the notion the party is flippant, unfocused or strategically all over the place. Unfortunately, this is a badly wasted opportunity from a party that actually has some genuinely interesting ideas.
 

Tempur - Perfect Sleep

A suitably dreamy voiceover and a nice use of bubbles to demonstrate lightness and gentleness; I only have a couple of objections to this spot. Firstly, it's exactly what you'd expect from a matress company - so predictable, the whole experience washes over the viewer without much of a lasting impression. Secondly, that brand name. Of all the words one might use for a manufacturer whose product relies on a notion of relaxation, 'Tempur' would be one of the last. I know the spelling is different, but that counts for nothing when it is spoken. Obviously, this is a well-established brand and it's far too late to change, but still...


Piriteze - Challenge Summer

Everything's 'lifetyle' these days, isn't it? So many products offering to transform your miserable existence into a utopia of beautiful people, doing beautiful things. And that's the problem here. One could easily replace the hay-fever remedy with a soft drink, haircare range or clothing label, and still have a reasonable commercial. Yes, the colours are all bright and smashing, and the folk portrayed do indeed appear to be loving the countryside without being hindered by streaming eyes and itchy noses, but it's all a bit too vanilla to have a big impact. Last year, a competitor produced a tremendous piece which turned plants and flowers into weapons using sound-effects, this spot doesn't come close to the clever creativity of that execution.


Ibis - Everybody's Famous

This work suffers from the same difficulty as Piriteze - in that it promises an unrealistic lifestyle, associated with certain goods or services. I've stayed in many an Ibis hotel, and they're very comfortable, budget places. However, I didn't notice a helipad, nor did it feel as though I were a rock star while I was there. I guess Ibis understand their own brand, but I can't help thinking they're pitching themselves a bit high in the market. And besides, if everyone was famous, then nobody would be - surely?
 

Kia - Make Better Cars

I must congratulate Kia for avoiding the turgid and dull approach of most auto manufactures. You know the kind of thing; dramatic scenery, chiselled hero behind the wheel, overhead shot of the vehicle. That's all pleasingly absent, which is the good news. The bad news is that Kia have gone for the fake testimonial, and I'm not sure it's a great improvement. We all know these are actors, not necessarily real Kia users; and although they're all cheery and endearing, if we know the comments are staged, what reason do we have to believe in the advertisement? It's a shame this sector is stuck in such a creative rut. The budgets are healthy and the possibilities huge - and yet, the campaigns are always depressingly trite. If anyone reading this works on an automotive account, please point me to the great work, or at least explain why it has all been so tired for so long. 'The Power To Surprise' reads the strapline. Well, good try Kia, but not quite surprsing enough.

Magnus Shaw is a blogger and copywriter

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