Here is the latest effort from Saatchi and Saatchi.
Sorry, but I don't like this one bit. What is it saying? They're not even offering cashback, they're just illustrating some vague idea about surprises. There's no real connection between product and concept.
Not to mention the fact it plays up to the tabloid assumption that generosity is the reverse of what traffic wardens do and how they behave. What traffic wardens do is enforce the law, and for the majority of the time they behave perfectly reasonable.
Perhaps next they could have social workers threatening to take kids away from their families, then reveal they've won a holiday? Perhaps gypsies could park a car on someone's drive then reveal they've won a car?
The problem is that the advert thinks it's challenging assumptions, when actually all it does is reinforce them. I don't care if it works. No-one should be proud of this ad.
Though "Boom! Welcome to Brighton" is a good line, to be fair.
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