TREVOR ROBINSON
Founder and executive creative director, Quiet Storm
I’ll start by saying that, although I’m honoured to be asked to do this again, I personally hate reading other people’s views about ads. It’s almost impossible to not sound smug. And I know how hard it is to get TV ads made, especially with budgets getting cut. So I apologise in advance if I offend anyone.
The TESCO MOBILE ad is likeable and works well at communicating the attributes of the brand. It’s a nice slice of family life that isn’t shoehorned in at all. But I have to be a critic here and, for me, it’s a bit “wallpaper” – not particularly memorable and doesn’t make me want to watch it again. It’s a bit clichéd at times too. A benchmark my old partner Al Young used to use for ads was: “Does it make me wish I’d done it?” I’ve got to admit the answer’s no.
Next up, MONEYSUPERMARKET.COM. I’ve liked its previous work and it has obviously got to try to up the ante, which is why it has now gone with “Skeletor”. So it makes sense. I just don’t find it funny. Big Train did a great sketch years ago with Ming the Merciless at home doing the hoovering etc, which was more lo-fi and cost a lot less but was hilarious to watch. I know how difficult it is to make something original, eye-catching and watchable when the previous work has been so strong, but it has failed to do that here, unfortunately. It’s better than most clichéd ads, though.
The HSBC ad is well-shot and communicates the benefit really well. It makes the brand seem trustworthy, which is pretty difficult for a bank these days. However, I’ve got to say that, in the deluge of commercials and alternative distractions, this feels too recessive. For a nice story, it needs to pull more on the heartstrings to really have memorability.
The DOLE ad intrigues. I like the strange voiceover, although it’s a bit unclear at the start. The ad feels grandiose initially – comparing fruit to the beginning of time is very bold. But, for me, it feels a bit flat. It led me down a strange path and just left me there. Ultimately, an ad for frozen fruit should make you want it. This ad doesn’t make me want it at all – especially the line: “You did a smoothie.” That just sounds wrong!
Finally, VIRGIN MEDIA . In previous ads, it has felt like Usain Bolt was just bolted on (pun definitely intended). This, though, is great. It’s Virgin meets
Mad Max. It’s intriguing, there’s lots going on and it’s very rewatchable, which an ad should be. It’s dense with ideas that you might miss on first viewing. I also liked the reveal – that all these characters are travelling down a wire. It culminates in an ending that really communicates getting all this entertainment. Although I don’t have green-eyed envy, I do wish I’d been lucky enough to work on this. It looks like it would’ve been fun.