OK, so the first in a series of occasional posts for ads that are just so bad as to be downright inexplicable.
Throughout the first half of England's 1-0 victory over Wales at Wembley, there was some kind of holographic image of a car parked behind the goalline. Then, during half time, this advert was shown:
OK, so it's a concept driven by the medium. Fair enough. But 2 problems:
Firstly, throughout the whole first half, I had barely noticed that there was a car there. So much crap gets projected onto screens, and hoardings are so interactive, that it just didn't register with me. Weirdly, if it had looked like a real car, I might have thought "that's parked a bit close to the touchline". But because it was obviously a bit of camera trickery, my mind's natural adblocker just filtered it out, so when the half time ad came on it made no sense.
Secondly, watch the ad again. If anyone can spot a single clever or witty line in it they must be looking very very hard. Why do they say "is that a steward on the pitch" when it's clearly a man in fancy dress? Even if the hypothetical commentators had thought it was a steward, why would they have mentioned it in such a surprised excitable tone? And if it's supposed to be quasi-real (which is why it says "advertisement"), why isn't he chased by stewards and instead left alone to do what he likes on the pitch?
It may seem like I'm taking the concept too seriously, but the point is, someone has to, or else these little flaws all work together as obstacles to the viewer's enjoyment. And in the script, nothing is relevant, nothing drives the advert forward or creates a story. I'm not sure how the advert is supposed to make me think or feel.
Attention to detail is paramount. But here, it's like the media guys had the idea and left the writing to the special effects guy.
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