Mother Moneysupermarket

Bit of a classic Mother London advert, this one. It's all about quirkiness, backed up by the little details - the deodorant on the barbecue is a nice touch. But overall, it's so overblown that it's just good fun. Not quite on the "look for it on YouTube" level, but at least on the "might stay and watch the ad" level.

Thoroughly decent Goodfellas ad (for balance)

This blog can't be all doom and gloom, so here's a good ad. It draws you in, it strongly pushes authenticity as a brand value, and there's a great pay-off. A big platonic Italian kiss to the uncredited Mother London copywriter who wrote the script.

However, now we supposedly have to listen to what Steve Henry and Dave Trott are saying, that you really have to start making your ads special, or else who remembers them? I don't think things are quite this black and white - because in this case, what they want to do is make you choose them at the freezer aisle above the other frozen pizzas.

You might not remember this ad when asked "tell me about some ads you saw yesterday", but to me that's a bit of an artificial challenge. Surely the test is to put some brands in front of someone then ask if they remember seeing any adverts for it, what they thought. And if this one springs to mind as they're hovering around that freezer aisle, it's only going to be a positive.

Pot Noodle Wag

A great new effort from Mother. The tagline - "why try harder?" - perfectly expresses the Pot's position - a piece of piss. After all, it's about the same effort as making a cup of tea. The whole advert screams - "it's junk, it's trash, it has no class, but it's fast and we don't care". It's gaudy and funny, and must have been a joy to make.