Streaming issues? Report here
Aubrey Masango 2019 BW Aubrey Masango 2019 BW
The Aubrey Masango Show
20:00 - 22:00
volume_up
volume_mute

Up Next: Best of CapeTalk
See full line-up
The Aubrey Masango Show
20:00 - 22:00
Home
arrow_forward
Business
fiber_manual_record
Opinion

Racing cars and toothpaste? Linking them looks like desperation, says ad fundi

28 July 2020 8:14 PM
Tags:
The Money Show
Bruce Whitfield
Advertising
Andy Rice

Andy Rice tells The Money Show's Bruce Whitfield why the Aquafresh Ultimate advert deserves a zero rating.

Every week The Money Show's Bruce Whitfield asks branding and advertising expert Andy Rice to share with him the week’s advertising “heroes” or “zeros”.

This week, Rice critiqued AquafreshSA's Ultimate toothpaste tv ad.

What's the connection between racing cars and toothpaste he asks, except perhaps a way to produce a low-budget ad?

It consists of a very short piece of visual material where there are three sports cars, seen from a very distant location driving around a racetrack. Now you're asking me, I'm sure, what is the link between toothpaste and motor car racing and I would tell you, I have no idea.

Andy Rice, Branding and advertising expert

"It's ridiculous" Rice concludes.

Their message is about 'whole tooth protection' and the only link is, they talk about performance and power in a toothpaste... It looks to me like desperation, like someone said 'we've got to be online, what can we do?'.

Andy Rice, Branding and advertising expert

Listen to Rice's argument in the audio below: (skip to 6:44)


This article first appeared on 702 : Racing cars and toothpaste? Linking them looks like desperation, says ad fundi


28 July 2020 8:14 PM
Tags:
The Money Show
Bruce Whitfield
Advertising
Andy Rice

More from Business

JSE Johannesburg Stock Exchange 123rf 123rfbusiness

Economy in 2021: 'Expect a better year for South African assets'

15 January 2021 3:02 PM

An economist expects China growth at 9.5%, US money-printing, rising metal prices and trade- and current-account surpluses in SA.

Share this:
Read More arrow_forward

Funky hipster retired older mature couple 123rf 123rfbusiness retirement

Retirement funds in SA are changing – new laws come into effect on 1 March 2021

15 January 2021 1:23 PM

Bruce Whitfield asks personal finance advisor Warren Ingram to explain in detail the new laws affecting provident funds.

Share this:
Read More arrow_forward

Germany german flag covid-19 123rf pandemic 123rfworld

Germany Covid-19 death rate now higher than US - considers 'mega lockdown'

15 January 2021 11:33 AM

Germany has squandered its early success in restricting Covid-19, laments Deutsche Welle Correspondent Chelsey Dulaney.

Share this:
Read More arrow_forward

Pouring red wine from bottle into glass with wooden wine casks winemaking 123rf

Wine industry runs out of storage due to ban - R1.5b's worth could be lost

14 January 2021 9:06 PM

A new harvest is imminent and there's no more space for unsold wine. We have the highest stock level ever - Vinpro's Rico Basson

Share this:
Read More arrow_forward

scam-alertjpg

Don't fall for promises of high returns from latest investment scam, warns FSCA

14 January 2021 8:19 PM

A new scam is surfacing on Facebook and WhatsApp groups. The masterminds are even using the FSP number of a legitimate company.

Share this:
Read More arrow_forward

Restaurant with spaced table for Covid-19 social distancing

'Thank you Mr President for not shutting us down, but we need more support!'

14 January 2021 7:35 PM

Loadshedding is another blow to the struggling restaurant industry. We need more relief says Grace Harding (Restaurant Collective)

Share this:
Read More arrow_forward

pick-n-pay-storefrontjpg

Pick n Pay announces retirement of CEO credited with retailer's turnaround

14 January 2021 6:41 PM

Richard Brasher will be replaced by Netherlands-born Pieter Boone in April. A retail expert evaluates Brasher's performance.

Share this:
Read More arrow_forward

business-closed-company-support-entrepreneur-owner-economy-123rf

Negotiations underway to bring back UIF Ters payments amid impact of second wave

14 January 2021 4:56 PM

Business and labour are pressing South Africa's government to introduce a new round of UIF Ters relief to mitigate the impact of the Level 3 lockdown.

Share this:
Read More arrow_forward

Elon Musk on the cover of Newsweek 123rfbusiness 123rf 123rflifestyle

Elon Musk threatens South Africa’s SKA telescope

14 January 2021 2:42 PM

Astronomers in South Africa are extremely unhappy about Elon Musk’s plans, says Jan Vermeulen of MyBroadband.co.za.

Share this:
Read More arrow_forward

200629-taxijpg

Prioritise drivers for vaccination against Covid-19 - National Taxi Alliance

14 January 2021 1:19 PM

It's a fact - minibus taxis are essential for the functioning of the economy. Lester Kiewit interviews Alpheus Mlalazi (NTA).

Share this:
Read More arrow_forward

More from Opinion

JSE Johannesburg Stock Exchange 123rf 123rfbusiness

Economy in 2021: 'Expect a better year for South African assets'

15 January 2021 3:02 PM

An economist expects China growth at 9.5%, US money-printing, rising metal prices and trade- and current-account surpluses in SA.

Share this:
Read More arrow_forward

sad-emoji-emoticon-smileyjpg

'Disabled South Africans are sleeping on pavements outside Sassa offices'

14 January 2021 10:26 AM

A humanitarian and health crisis is unfolding, right now, in South Africa, warns Lynette Maart (Black Sash national director).

Share this:
Read More arrow_forward

Anoj Singh

Anoj Singh fails to testify at Zondo Commission - despite it being mandatory

13 January 2021 1:14 PM

"It’s a very decisive moment for the legitimacy of the Zondo Commission," warns political analyst (NWU) Professor Andre Duvenhage.

Share this:
Read More arrow_forward

Covid-19 insurance 123rf 123rfbusiness 123rflifestyle 123rfpersonalfinance

Santam limits Covid-19 'business interruption' pay-outs to 3 months' losses

13 January 2021 9:10 AM

"The indemnity period is now the question," says lawyer PJ Veldhuizen. "I think Santam is going to be unsuccessful."

Share this:
Read More arrow_forward

Elon Musk on the cover of Newsweek 123rfbusiness 123rf 123rflifestyle

Elon Musk slips to no 2 in 'richest' rankings (but earns Andy Rice's hero award)

12 January 2021 8:53 PM

Pretoria-born Musk is a role model in terms of vision, creativity and conviction says branding expert Andy Rice.

Share this:
Read More arrow_forward

I love Zimbabwe 123rf 123rfAfrica

Zimbabwe crisis: 'South Africa can intervene but solution lies with Zimbabweans'

12 January 2021 12:04 PM

It is probably expecting too much from the ANC government to censure Zanu-PF, a sister liberation movement, says Tapiwa Chagonda.

Share this:
Read More arrow_forward

zweliramajpg

'ANC is against another hard lockdown'

11 January 2021 6:33 PM

"Family meeting" – the scariest words in the English language. Bruce Whitfield interviews News24 Political Editor Qaanitah Hunter.

Share this:
Read More arrow_forward

Attractive glamourous rich wealthy woman mercedes benz 123rf 123rfbusiness

All rich South Africans must submit to lifestyle audits - judge Dennis Davis

11 January 2021 6:28 PM

Auditing the lifestyles of potentially tax-dodging rich South Africans is low-hanging fruit, says Davis (Tax Review Committee).

Share this:
Read More arrow_forward

Container ship export import shipping containers 123rfbusiness 123rf

Africa free trade agreement: 'Moving people across borders is the real magic'

8 January 2021 1:04 PM

The Continent is uniting. Ray White interviews Adrian Saville of the Centre for African Management and Markets at Gibs.

Share this:
Read More arrow_forward

Alcohol domestic violence gender based violence GBV 123rf

Alcohol ban was wildly effective at preventing trauma - data

8 January 2021 11:01 AM

The data is conclusive. Banning alcohol sales prevents trauma. Partially banning it partially prevents trauma (Dr Saadiq Kariem).

Share this:
Read More arrow_forward