Actually, I suspect what is going on here is a client problem. You can't just re-position a brand when it's, erm, ambassadorial image is so ingrained in the minds of the public. But someone somewhere decided that a 30-second ad slot could convert Ferrero Rocher from a kitsch gift to a sophisticated middle class party delicacy. It's actually more preposterous than the original.
It's also about 4 times more boring and 7 times less memorable than the old ads.
Can't we have a Christmas ad with some speed metal or really dubby dancehall, or something? I tire of these winsome ballads.
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