Vodafone - Let's Go
While I don't object to advertisements suggesting a product or service will enhance a small corner of my life (it could be argued that's what all advertising does), I do find it tiresome when a brand proposes it has unlocked the secret of human happiness. It's just unconvincing hyperbole, but that's exactly what this spot for Vodafone is doing. Rather than explaining something cool about its network, there's just a rubbish poem - read by Phil Daniels - in the style of some awful motivational video teliing us how to live. Now, if they'd only explained how they intended to pay their UK tax arrears...
Flora Light - Fit
Of all the people who buy Flora, I'm guessing children make up a miniscule proportion. So it's a bit perplexing as to why this campaign is so juvenile. I understand the proposition, that the butter substitute is something a family can get right, but why this is portrayed in a cartoon better suited to Cbeebies, is less clear. It's not that I actively dislike the work - in fact, the execution is nicely done and the script has an appealing cheek - I'm just concerned it's patronising its target audience and missing the opportunity to deliver any real selling messages.
Nationwide - On Your Side For Generations
Talking of families, here's Nationwide investing in a mini-movie; characters, narrative arc, plot climax, and everything. It's quite a production. Unfortunately, it's a little saccharine for my tastes - and not a little trite. To be fair, when all the UK's building societies rushed to the payday which made them banks, Nationwide chose to stay firmly mutual - so they do have some claim to be on the side of their customers, rather than shareholders. Good for them, but that's the fact on which I'd have focused, not some unlikely tale of a lost scarf. They'd also do well to remember that many of their customers don't have children, or even families, and will therefore find it hard to relate to all this feelgood film-making.
Snickers - Mr. Bean
I really like the overall concept behind the 'You're Not You When You're Hungry' campaign, and thought the Joan Collins execution was most amusing. Moving it along, we're now seeing Rowan Atkinson as Mr. Bean as a ninja; and while that should be brilliantly funny, somehow it isn't. Perhaps we've seen Atkinson's character doing his pratfalls too many times, or just can't relate to an attack in ancient Japan in the same way we could grasp the changing room in the Joan Collins spot. Whatever the reason, although this still hits us firmly with the selling point (Snickers bars fill you up), the creative spark has definitely dimmed a bit, which is a shame.
Toyota - Take Me For Granted
There's a really nice idea here. We're so used to seeking car ads claiming the vehicle is a highly tuned, work of art, it's actually very refreshing to find a model which modestly says it's so versatile and reliable, you can more or less forget it. That said, the execution feels strangely half-hearted, without the required confidence to completely pull off the messaging. The script is a bit muted, and the visuals a touch predictable - but still, any attempt to break the confines of the usual automotive cliches should be applauded. Just do it with a bit more 'oomph' next time, and we'll really be getting somewhere.
Magnus Shaw is a copywriter and blogger.
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