ANNA CARPEN

Ex­ec­u­tive cre­ative di­rec­tor, 18 Feet & Ris­ing

Campaign UK - - PROMOTION -

The FIAT ad stuck in my head not be­cause of the cute baby, but the evil stork. Storks are known for com­pas­sion and kind­ness, yet we see it com­mit a das­tardly act. The stork can’t just STEAL the baby and give it to the peo­ple across the road. That’s not how storks work. What about the orig­i­nal cou­ple who have been pa­tiently wait­ing for their bun­dle of joy? The mean stork just hands it over to Linda and Brian across the road af­ter spot­ting their new Fiat! A Bent­ley, I could un­der­stand. But a Fiat? On the plus side, the stork’s an­tics are nicely an­i­mated. They Long to be Close to You is a safe choice of song that we’ve all heard a mil­lion times. Be­sides, when birds do sud­denly ap­pear near your car, they pro­ceed to use the wind­shield as a can­vas for a

Jack­son Pol­lock paint­ing.

VOLK­SWA­GEN shows how to do a great car ad. En­ter­tain­ing. In­sight­ful. And fo­cus­ing in on a key prod­uct point.

VAUX­HALL . As ad­ver­tis­ing prac­ti­tion­ers, we are sup­posed to have our fin­gers on the pulse of the na­tion. Cul­ture vul­tures. We know what’s hap­pen­ing be­fore it’s even trend­ing. Be­fore it’s a meme. Be­fore Trump’s tiny fin­gers have had a chance to tweet about it. So last year, when a story ap­peared in the

Daily Mail about Py­jama Mum, she was bound to resur­face. I just didn’t see it hap­pen­ing in the form of a Vaux­hall car ad.

The thing that doesn’t match up here is that orig­i­nal Py­jama Mum didn’t bust out her finest silk two-piece from Marks & Spencer. No, she was dressed in some old creased py­ja­mas with Uggs and a parka. The open­ing shot of the Vaux­hall ad shows us a Py­jama Mum with a fresh face of make-up. Eye­brows per­fectly preened. Con­tour­ing and high­lights make her look ready for a din­ner date. If you have time to do your face be­fore the school run, you ab­so­lutely have time to change out of your nightwear. Al­though the ad is try­ing to be hu­mor­ous, the real story be­hind Py­jama Mum isn’t funny, it’s fa­mil­iar. Es­pe­cially to house­holds across the UK. Py­jama Mum lives in Dar­ling­ton – a town with 2.7% em­ploy­ment rate. When you’re jug­gling kids and keep­ing your job, it might be a case of an emer­gency school run in py­ja­mas. I’m not sure the ma­jor­ity of Py­jama Mums would buy into the “isn’t life bril­liant” brand po­si­tion­ing right now.

We should be more in tune with peo­ple at home. It’s not just about what’s funny on Face­book. I ad­mire the com­edy am­bi­tion here but do we re­ally need any more par­ody, epic, over-the-top voiceover ads? We sure don’t need a voicover to pa­tro­n­is­ingly speak the words: “Keep rocking those py­ja­mas, mom­mas.”

Some pow­er­ful truths un­earthed in this cam­paign for PRIDE IN LON­DON. The idea of apolo­gies is bet­ter than the ex­e­cu­tion, which feels fa­mil­iar.

HIVE. This. Ad. Is. BOR­ING. Please, please, no more ads about mo­ments and en­joy­ing mo­ments and liv­ing in the mo­ment and hash­tag­ging mo­ments. Be­sides, shouldn’t it be the baby pick­ing up the phone and turn­ing the lights off? Kids th­ese days are pretty much born with the abil­ity to use an iphone, right?

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