It’s not exactly an advert, but

Häagen-Dazs® load their delicious ice cream with tasty morsels like caramel, cookies and nuts, just enough so there’s always at least one piece showing. It encourages you to keep eating and eating until you find the next bit.

Before you know it, you’ve eaten the whole pot and have to buy another one.

Now, that’s what I call clever marketing.

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What’s that all about?

There’s a kids’ ad currently playing on TV for Munch Bunch yoghurt snacks. It features a character called Bones, who’s red with a yellow tool belt that jiggles as he walks. Someone bumps into him and he says: “Hey, you squashed my squashum!”

Have I just got a dirty mind?

Make up your own mind

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A tune that sticks in your head

There’s a TV ad running at the moment showing various families BBQing in their back gardens.

An ice cream van tinkles in the background, playing 5 familiar notes. The people race to get relish to squeeze onto their burgers.

I find it amazing that the ‘Bring Out The Branston’ jingle has sunk so far into the nation’s consciousness, even without the words.

It’s confident, clever advertising.

Watch it here

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You wait all this time for rain

…and then 3 ‘rain’ ads come along at once.

I wonder if the recent floods inspired them.

First, a whole load of sycamore seeds drift down both outdoors and indoors, in the ‘go green’ campaign from Powergen (e-on).*

Then, clock parts rain on people stuck in various places, in Vodafone’s ‘we all have more time’ mobile Internet ad. Watch it on YouTube.**

But I think the most successful is the Magic radio ad, with real rain and wonderful music. It creates an emotion. And that’s what great advertising is all about.

* Imagine a load of mouldering greenery in your living room – yuk!
** Apparently Judy Dench earned £250,000 for her 40-second voiceover. Nice work if you can get it.

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Chop chop, busy busy, work work, bang bang

That was the phrase used in a Penguin ad years ago. And it applies even more today, when life is so rushed that any time-savers are welcomed.

Laithwaites cleverly gives customers a short-cut, by marketing Papavero as their ‘most popular’ red wine.

Instead of standing around wondering what’s best to buy, you can safely assume that if everyone else likes it, you will too.

And I do – it’s my favourite.

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“You’ll feel right at home”

I’m loving the new MFI ads, with couples and families arguing in room sets while the camera pans back to show them in the store with a surprised shop assistant looking on.

Brilliant! A great way to show that people buy lifestyle, not product.

Mind you, I’m still not sure whether I’d want to shop there, as their reputation has not quite caught up with Ikea (in my opinion). Time to ‘do a Skoda’ perhaps?

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118 118 118

I was walking home the other day, and saw some young children coming the other way.

The girl said to the boy: “I’m going to race you, 118″, and struck a ‘ready steady go’ pose.

He replied: “I’ll beat you, 118″ and thrust his small fist in the air.

She said: “Let’s go, 118″ and they both started running towards me.

Whatever you may think of the 118 ads, when a slogan works its way into the language on the street, that’s what I call successful advertising!

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A breath of fresh air?

We’re living in an age of change, riding the ‘green’ bandwagon, ever-conscious of environmental issues.

But some of it is a bit controversial, new and frightening.

So I was surprised that E-ON offshore wind farms shot an ad with so much wind that it blows litter up the street, skirts up girls’ legs, and people into the air so they fly over fields and hang horizontally off lamposts.

And this is supposed to be a good thing?

P.S. I’ve just written an ad for a company supplying solar power (with all the rain we’ve had this summer, they need all the marketing help they can get!)

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I’ve got a thing about car ads

(You might have noticed)

I think you can learn so much from them about what to do (and what not to do) in your own marketing.

You might also have noticed that many car ads feature someone cruising down a winding highway, with glorious views, fantastic driving conditions and no other traffic in sight.

Which reminds me of the commentator who said: “Never mind the car, I want to buy the road!”

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Ads that make my other half laugh (part 1)

Let’s call him Andy (because that’s his name).

Andy likes to rant at the TV – he watches news, political shows, anything down and depressing, and shouts at the screen when he sees or hears something he disagrees with. Which happens a lot.

So it’s quite unusual for him to burst out laughing during the ads.

It happens each time he sees the Domestos ad, with the animated germs in the toilet bowl squealing because they’ve just been squirted with bleach.

He loves the Barclays insurance ad, when the guy hits the indoor golf ball into the ‘hole’ and it rebounds to smash the boss’s plasma TV. In fact, Andy loves this ad so much, he even imitates the actions every time he sees it.

And he roars with laughter when he sees the VW ad with the show-room salesman wearing a stained shirt, because customers splatter their coffee all over him whenever he tells them the (unbelievably low) price.

All these ads have something in common. A touch of surprise, of slapstick humour.

I must admit, they do nothing for me!

Just goes to show, it takes all sorts…

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