Posts Tagged ‘egotistical’
Vauxhall’s Ad With The X Factor
As an adman, I have to say I love the new Vauxhall commercial, the one for the lifetime warranty. I can see how it’s spot on brief, catching the zeitgeist, truly the first of a new generation of advertising with a different type of offer. It’s designed for these just coming out of recession, hovering on the edge of double dip times. It’s great.
It achieves excellence by obeying the good, old fashioned rules of good old fashioned writing. It attracts your attention, inspires your interest, builds desire for the payoff and creates action at the end. Old fashioned principles with leading edge delivery. That’s advertising at its very best.
I’ll give you an example of the opposite. The X Factor is becoming like Fox News, utterly carried away on its own hype and insensitive to its audience. It knows how to pull my heartstrings and invoke my tear ducts almost at will but as it goes into its own advertising and promotion between the commercial breaks, it loses me. I wander. I write or I go into the other room. When I come back it’s telling me what’s coming up “after the break”. This is insane. I feel cheated, used and abused. I feel that I’m being toyed with and exploited.
In another echo of so many over-inflated advertising egos of the past, I laughed out loud when I saw the double page spread in The Times for Christine and Adrian’s new breakfast show “Daybreak”. This is an utter waste of money. Double page spreads are the creative team’s favourites because there are their words and pictures up in lights, like a poster, unsullied by editorial or other content. They’re the account man’s favourite too because they make for an excellent presentation and impress the client easily. Watch how readers behave. The page gets turned in double quick time. And in The Times? What objective is being achieved for ITV’s marketing strategy? Are readers of The Times part of Daybreak’s target audience? If this is aimed at potential advertisers it is an extraordinarily expensive way of reaching them.
Countless millions are wasted based on the petty pretensions of marketing directors or their advertising agencies. Similar egotistical spendthrifts inhabit TV production. Occasionally though, particularly in Britain, you see beautifully crafted and intelligently written masterpieces of communication. The new Vauxhall ad is one of these.
Thank God For The Prince Of Wales
Otherwise our country would be littered with vainglorious, egotistical self-monuments to architects – individuals like Richard Rogers who persist in the delusion that they know best.
Site Foreman
A Cluster Of Carbuncles
Prince Charles speaks with wisdom, discretion and for the conscience of the Nation. Those who understand the unique place that the monarchy holds in British society know that he speaks for a Britishness that transcends politics, fashion and the vicissitudes of architecture. To use their own, pretentious expression, architects create our “built environment”, the very space in which we live our lives. What other profession charged with such a grave responsibility has failed so miserably over the last century? Where is the great architecture of the 50s, 60s, 70s, 80s and up to date? I can think of none but I can make you lists of the eyesores, slums and ludicrous mistakes that scar our towns and cities.
Thank God for the Prince of Wales! To the architects, the planners, those lawyers and judges who know no respect, I say take them to the Tower! Let them languish there until their own mistakes have crumbled into dust. Then we might give them another go. Until then let’s stick with the proven classics of design. Innovation and experiment may be valid in modern art but in architecture there can be no equivalent of Damian Hirst or Tracy Emin. They may thrive in private view but not in public. No thank you!
Peter Reynolds 