About this advert
8 October, 2009
Danielle Locke's view
I can imagine now the boardroom buzz as they talked about this ad idea within the halls of M&C Saatchi's Golden Square offices. 'It'll create a YouTube phenomenon', 'Everyone will be doing it', the kind of talk that takes a lot of "gut feeling" and little research. Because, to be honest, and I hope you agree, I have never had a bread related incident that I need to confess, and I dont imagine I ever will. And therefore I fail to relate to this ad. I can't even relate to the 'mock cheeky' humour, its awful, and not funny, smart or clever. Yes the ads are shot beautifully, displaying bright Kingsmill colours in the mise-en-scene, this I can give credit for, but how many consumers really care about that as they trawl through the aisles of Asda on a Saturday afternoon? This ad seems way off the mark, failing to consider the real experiences of consumers, I think if they wanted to create a campaign that was interactive and YouTube based then they should have found out what really gets people talking about bread, because suggesting that hiding a sandwich made your husband go mental clearly isn't it.
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