Monthly Archives: October 2011

Manchester ‘lippy kids’ rocket triumph

The successful launch

A group of youths from a Moss Side housing estate have made history by building a working rocket after one of them heard rock group Elbow’s stirring paean to the country’s disaffected young.

“It came on the radio and something about the words made me think,” said Troy Harding, 22. “I nicked the single and played it to me mates on the corner and we thought, yeah, why not?”

Troy and his friends Liam, Connor, Ashley and Josh used their extensive knowledge of the local area to beg, borrow and steal the ingredients necessary for the construction of a 2m-long rocket.

“Some of it were easy, like nicking me mam’s sugar and getting hold of fertiliser. The potassium nitrate were a problem, though, and the guy in the corner shop looked at me funny when I asked him for some permanganate salts. But you’d be surprised how easily the sight of a simian stroll can persuade people to hand things over.”

The construction took over two months. “We worked from the moment we woke up right through to six o’clock each evening. That’s over four hours a day,” recounts Josh, 23 and, like the rest of the ‘rocket scientists’, one of the region’s long-term unemployed. “As the rocket took shape I remember thinking these days are right golden.”

The rocket was tested successfully last Friday. A sophisticated guidance system saw it land and explode in the Comet car park, a diversionary tactic that allowed the boys to strip the shelves of iPads, Sony PSPs and Nintendo 3DSs.

“Makes a change from stealing booze and hour-long kisses,” added Troy. “If I see that Guy Garvey, I’ll shake him by the hand.”

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Filed under Failed Newsbiscuit items

Sort-of integrated campaigns

Have you seen this ad recently? You probably have. It’s everywhere right now. In the press and on 6-sheet and cross-track posters. Maybe other places too. In the ads, a woman or occasionally a man has been handed a parking ticket from a traffic warden. But instead of being cross about it, the motorist is happy. The traffic warden looks happy, too. Everyone’s happy.

In another execution, the happy motorist is shown with the ticket in one hand and talking into a phone that’s held in her other hand. There are smiles all round.

The phone bit made some sort of sense, in as much as it was an ad for a phone company. An ad for a phone company featuring someone using a phone wouldn’t be a bolt from the blue; a crazy juxtaposition making all your cognitives go into dissonance overload.

But it didn’t help me make any more sense out of the overall concept. And in any case, what could she be saying into the phone?

“You’ll never guess what happened, Mum! I got a parking ticket! Yes, another one! Well, they say good things happen in threes!”

According to the headline, there are ‘no nasty surprises with You Fix’. Did that make things clearer for me? A bit, maybe. Perhaps the motorists haven’t really been given tickets. Perhaps, in some inverted adland version of reality, the motorists are actually giving parking tickets to the traffic wardens. Fuck knows. Despite the posters and ads being all over the place, I soon decided not to bother trying to decipher them. It’s probably to do with some clever network joke that people in my demographic wouldn’t get.

I mentioned this to a friend the other day and he told me what the campaign’s all about. Apparently,it’s based around a TV commercial in which an actor dressed as a traffic warden gives fake parking tickets to other actors dressed as motorists. The drivers pretend to be upset, then pretend to be overjoyed when the ‘parking ticket’ turns out to be a £10 note. No nasty surprises. See?

It’s quite a good idea, if a tad derivative (although lifting stuff is officially Not A Crime Any More in advertising). Showing the absence of something is always a tricky brief to crack.

No, it’s not the idea that irks me about this, or the creative strategy. It’s the assumption that everyone who sees the posters or print ads will have seen the TV ad and will thus get the joke.

Doesn’t that strike you as odd? Not everyone watches Emmerdale or X-Factor. To make doing so a precondition of understanding your ad campaign seems, well, a bit wasteful.

It’s not a one-off, either. I was recording a radio commercial recently and questioned whether the call to action – which involved people texting a certain word to a particular number – was being said with enough clarity by the voiceover. The client, who shall remain nameless, said it wouldn’t matter if some people couldn’t hear it. They’d probably be able to read it on one of the posters.

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Filed under Ill-informed advertising observations, Stuff