Bewitching and bewildering ad campaigns of the week
According to Branding expert Andy Rice, the ad that wins the Zero award was committed by Business Day last Friday.
A duplicate front page with advertising. He felt it destroyed the mechanical experience of reading the paper.
Hero choice of the week: A campaign dealing with ageism in the advertising industry.
If you are working in the advertisement and media industry and are over 35, you are history.
But there is now a backlash, globally. Some agencies in the UK, like 'Ancient and Modern', are arguing that creativity can improve with age.
Here are two hero examples from their website :
Modern: Diabetes - Click the link: https://ancientandmodern.agency/work-modern/
The reason that I've chosen Business Day to be the Zero is because I think it's crossed the line and forgotten that it should be delivering a seamless respected and enjoyed customer experience rather than always chasing the advertising dollar.
On Friday, I think, there was a wraparound duplicate cover around Business Day, whether or not only for subscribers I don't know I am a subscriber - it was a full page and a bit, vertically. So it kind of had this cheque book stub of newspapers that made it incredibly difficult for me as a regular reader of good old fashioned paper newspapers - to enjoy my paper.
It would not fold back; it just did not work mechanically as a newspaper.Andy Rice, branding and advertising expert
The strategic heart of the ad industry globally is probably in London. Many of the issues raised in the industry start there. Now the latest one is about ageism in the ad industry.
It seems that the average age of all employees in the industry globally is in their 30s. It has always been the case. But it's never been raised as a big issue - it always had this unspoken message that says your ability to be creative once you're past your mid-40s vanishes. An awful lot of really talented people find that they're being excluded once they get past that magic age barrier. A couple of agency startups have been riding on this very practice. One called Ancient and Modern.agency
You'll see some lovely work from the 80s and 90s and current work as well.
There's another one called Fearless whose credentials say ''Agencies are obsessed with youth - we're obsessed with talent''.
A lot of people who were well-known names in the industry in the 80s are coming back saying we're as creative as ever. The work that Ancient and Modern put up is terrific.
I thought I'd choose one ad to showcase - and settled on a television commercial from Citroen.Andy Rice, branding and advertising expert
The specific Citroen ad under discussion starts at 00.50 seconds in the video below.
Listen to the full interview with Andy Rice below.
Get the 10 most-read articles of the week from Bruce Whitfield’s The Money Show, emailed to you every Friday morning.
Andy Rice, branding expert, on the ads that made him think, laugh or cringe.Read More
A campaign to improve the standard of advertising gets a star - and a used car commercial crashes.Read More
A witty reply to a mouldy Whopper is a winner.Read More
Andy Rice, branding and advertising expert, tells us what ads caught his fancy and which ones baffled him.Read More
An advertising and branding expert chooses his favourite and least favourite advertisements of the week.Read More
You can play the race card but you’re liable for black tax. White privilege keeps you out of jail and paying etolls is voluntary.Read More
What do you think of when you hear the word “foodie”? Probably not McDonald’s, but that’s how it's pitching its McFlurries.Read More
Branding and advertising expert Andy Rice runs out of adjectives to describe how awful Nivea men’s new TV advert is.Read More
Checkers is getting "better and better", says branding and advertising expert Andy Rice.Read More
Some things in life just don’t need a “designer” counterpart, reckons branding and advertising expert Andy Rice.Read More