About this advert
118 247 Directory Heaven
25 November, 2009
Charlotte Ashton-Rickardt's view
The power of the jingle has been ever present in 2009, with many companies competing for the top-of-mind position and consequent survival. nRepetitive jingles rely on heavy and consistent frequency in order of being effective however a couple of exposures to this ad and you will be singing the catchy (arguably annoying) jingle all through the night. nIn terms of objectives, the ad achieves cut through with this unexpected song, playing on repetition to get this informational message across in an implicitly hard sell fashion. nThe use of creative, I feel, disguises this hard sell message with fluffy animation and a feel-good jingle reminiscent of a harmless nursery rhyme. These features subdue the hard sell message somewhat, allowing more brand based attributes to be attached to 118 247. nAlthough, the bottom line beyond this is that the repetitive jingle claims top-of-mind position when the usage situation arises. In this way the ad acts as a persuasive tool in promoting usage. nThe creative here has an interesting background. If you have heard of Weeble and Bob, their wonderful creators have gained some credence in the production world. If you have heard of Magical Trevor, you will recognise this jingle, replace 118 247 with 'Everyone loves Magical Trevor', same jingle. This alludes to the question of whether the cult followers of Magical Trevor will approve of this or produce a defecating effect upon the brand. My guess is the latter. n
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