OOH WHAT?!

I took a pop at a poster for breakfast cereal Shreddies a while back. If you think I spend a lot of time looking at posters, you’re right.

This one caught my eye today.


It’s a nice line. Well-played, TUI. Wait, is it an ad for TUI or London Gatwick? A bit of both, actually. Co-funded. They want you to book a TUI holiday and fly from Gatwick instead of choosing a competitor’s holiday and flying from somewhere else. Heathrow, maybe. But Heathrow isn’t hundreds of miles away, it’s about 12, or roughly half the distance of Gatwick. Heathrow is THE local airport as far as anyone reading this particular poster is concerned.

They must mean Luton and Stanstead, where competitors like RyanAir and EasyJet fly from. So I guess the ad is saying ‘Don’t fly from Luton or Stanstead, either of which involves a drive of hundreds of miles.’ (They’re basically ignoring LHR altogether. The two have history.) But if that’s the case they have a very shaky grasp of geography, because neither of those airports is much more than 50 miles away from this poster. A there-and-back trip to Stanstead clocks in at a shade over 104 miles. Does that qualify as ‘hundreds of miles’? I think not, the same as a man owning 15 books can’t be said to have a collection of ‘dozens’. So the headline is being disingenuous at best.

Hang on, you might think. The poster’s surely aimed at people who really do live hundreds of miles from an airport that isn’t Gatwick (or Heathrow). If so, why place it at this spot? This is where it gets a bit strange, because the poster isn’t 4 sheets of paper like in the old days. It’s digital, and an example of programmatic advertising. That means (if you didn’t already know) that its location and the time and duration of its appearance can be controlled remotely. So the media agency could have placed it in areas that are genuinely a hundred miles or more from Luton or Stanstead. Or maybe they just thought fuck it, let’s stick the ad everywhere and hope there aren’t too many people around who’ll, you know, read it.

For what it’s worth, I think Gatwick’s strapline ‘YOUR LONDON AIRPORT’ is easily on the same level as Tui’s ‘DISCOVER YOUR SMILE’ 😉

Here’s one for Specsavers:

I was going to criticise it as a poster (who he? why the silly photo-related name?), but then did a bit of rudimentary research and discovered that it’s part of a not-at-all bad campaign by Specsavers’ in-house team. Take a look here. The performances are a tad David Brent and perhaps could have been more subtle without losing anything, but it’s still a campaign I’d be happy to have been involved in. Although I’d have chosen a different surname.  ‘Shutter’ doesn’t help the idea.

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Shaz-am puzzled

I found a new playlist on my Spotify account the other day, called ‘My Shazam Tracks’. Surprise number one was discovering that Shazam and Spotify already know each other. I can’t remember making any introductions. But there they were, together on my phone, probably talking about me behind my back.

Surprise number two was finding out exactly what was on ‘My Shazam Tracks’. I’ve used Shazam maybe half a dozen times – in pubs or offices or listening to the radio, hearing a song and wanting to know its name and who it was by. Like everyone else, I suppose.

But instead of My Shazam Tracks showing just these few songs, it displayed a list of dozens. The ones I remember Shazamming were there – tracks by Bonobo, Caribou and a John Williams film score. But so too were others so familiar to me I’d never need an app to identify them. Songs by Stevie Wonder, Muddy Waters, Frank Zappa, the Stones… The idea of holding my phone in front of a speaker to find out who was responsible for ‘Gimme Shelter’ or ‘I Say A Little Prayer’ is ridiculous. I’m not even a huge fan of either song, although I won’t skip to the next track if they come on, something I’d definitely do with Iggy Pop’s version of Louie Louie. That’s one of ‘My Shazam Tracks’, apparently.

So what’s going on? I asked @SpotifyCares on Twitter and they suggested I contact @Shazam. @Shazam were clearly too busy wondering how they were going to spend the $400m that’s about to fall into their lap courtesy of Apple.

So it remains a puzzle, and one which today developed another layer of puzzlement.

Keen to learn whose record was being played on BBC 6Music, I turned to the digital display of my radio. As is so often the case, this potentially useful aspect of DAB was being used to tell listeners the name of the DJ rather than the song being played. Then I remembered Shazam, and it turned out the song was Nadine Shah singing Holiday Destination. I saw that I could add it to my Spotify playlist. So I tapped the icon and up came this:

So I can’t physically add tracks that I like to ‘My Shazam Tracks’. Instead, a variety of songs – some good, some less so – is added to the playlist on my behalf by entities unknown.

It’s a funny old topsy-turvy world and no mistake.

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My daughters, then and now

The ‘now’ being December 2017, when they presented their mum with a calendar featuring 12 images from their past juxtaposed with contemporary recreations.

There were tears then, and I suspect in years to come there will be more.

January

February

March

April

May

June

July

August

September

October

November

December

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Why you can’t start a sentence with ‘And’

You can, of course. That headline was pure clickbait. And it worked! My blog now has a new follower. I wonder if he’ll ever meet the other one?

But anyway, where did this you-can’t-start-a-sentence-with-and thing come from? We’re all pretty sure it was a teacher who first laid down this particular law, but where did THEY get it from?

That’s easy. They got it from you. From when you were in junior school. *cue shimmery effect*

You’ve been asked to write a composition about what you did on your school holidays. Cool, your seven-year-old self thinks. There’s loads to write about there! So, head resting on bent left arm, your right hand inexpertly manipulating a 2B pencil and your tongue half-protruding from your pre-pubescent lips, off you go. ‘I went to Spain with my mummy and daddy and I was aloud to stay up late and I saw lots of stars and we had brekfast by the poool where I dropped my camara and daddy got cross and then we went to Aunty Julias’ house in Door Set and…’ And so on, and on.

Your teacher looks at your essay and says how interesting your holiday sounds, but it would read better if you split the story into more than one sentence. So, with playtime rapidly approaching, you do something you think is dead smart. You sprinkle a few full stops here and there. They seem to work best when they precede an ‘and’. Then you remember that a sentence always begins with a capital letter, so gripping your pencil firmly you turn the lower-case ‘a’s into upper-case ‘A’s. There. No wonder English is your favourite subject.

I’m not having that, thinks the teacher. That’s just too easy. I’ll show them. She thinks for a moment. “This is better,” she says. “But you can’t start a sentence with ‘and’. Write it out again.”

*cue shimmers*

So there we have it. We’re all to blame, us and our anything-for-an-easy-school-life ways. Of course, once ‘And’ was forbidden from ever leading a sentence, other poor conjunctions were doomed to suffer the same fate.

If only your seven-year-old self was smart enough to say ‘But Miss, there’s an ‘and’ at the beginning of that hymn we sing!”

“I don’t think so!”

“There is, Miss, there is! *sings* And did those feet, in ancient times…”

 

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Full list of rules pertaining to the wearing of Poppies

 

As we approach Poppy Day and all the kerfuffle that inevitably accompanies it, just what are the rules about wearing Poppies?

Here’s your at-a-glance, cut-out-and-pin-to-your-lapel guide.

Q When should you start wearing your Poppy?
A You’d think a reasonable answer would be ‘when they go on sale.’ But some people seem to get hold of theirs before that, so maybe there are places that sell them all year round. You can buy fireworks in February, so why not Poppies in May? Although actually wearing it in May might look a bit odd. Basically, there are no rules. Go with your instinct.

Q You HAVE to wear one though, don’t you?
A No. It’s entirely up to you. You can respect Britain’s war dead without signalling it to everyone. And you can plonk money in the tin without choosing to fiddle with the pin and Poppy part. Again, no rules.

Q Why the capital P for Poppy?
A You’re right. It doesn’t need one.

Q Should you wear it on the left or the right?
A Yes. Either side is acceptable. Anywhere, really. I have mine on my backpack. That’s because I wear my backpack every day, rather than on a jacket that I might wear one day before swapping for a raincoat the next. There are no rules about where you should wear it.

Q The leaf on the poppy should point to 11 o’clock, right?
A No. It can point up, down, left or right. It doesn’t matter and there’s no rule.

Q The poppy is a highly visible example of wasteful, single-use plastic, isn’t it?
A Yes, but don’t expect the Daily Mail to point this out in their anti-plastic campaign.

Q Will wearing an expensive poppy made from shiny enamel show that I care more deeply about our glorious dead?
A Possibly. The other interpretation is that you bought one of them years ago and now wear it year after year without donating another penny, you heartless cheapskate.

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Making a headline from the Ts&Cs

Back in the day I had a brief to write an insert selling Hilditch & Key shirts to readers of The Times.

It was basically a half-price offer. So that could have been my headline. ‘50% off Hilditch & Key shirts.’ That would have worked. But, and this is where brands and how they sound comes in, would it have felt right? Both The Times and Hilditch & Key deserved better, I thought. You can always slap people about the chops with ‘Half-Price Bargain!’ and ‘Save £££s’ type headlines, but this wasn’t the occasion.

So I did some research about Hilditch & Key (a brand I hadn’t previously heard of) and learned that their shirts were popular with big names in the fashion industry. Yves Saint Laurent. Paloma Picasso. Karl Lagerfeld. In fact, I learnt that Lagerfeld was a proper little H&K fanboy, snapping up more than a hundred of their shirts every year. Weirdo. Anyway, I also read the terms and conditions attached to the offer. Don’t you do that? I thought all copywriters did that! No, I only did because of the Karl Lagerfeld thing. Lo and also behold, there it was: a term, or perhaps a condition, stipulating a maximum of two shirts per household. And with it, there was my headline.

Eye-catching, name-dropping, a bit cheeky, an air of exclusivity, and true to the brand values of both The Times and Hilditch & Key. Details of the offer went on the reverse.

Like I say, the insert might conceivably have sold more shirts if the headline had read ‘BUY NOW AND SAVE 50% ON CLASSIC SHIRTS!’, with a couple of flashes, all the copy in Courier, a call to action on every line and a bigger scissors graphic. But sometimes – hell, always – it’s about the brand.

Art Director: Tony Henry

Note: If you squint you might be able to detect a semicolon on the second line. Strictly illegal these days, a semicolon was sometimes used to indicate a pause shorter than a full stop and longer than a comma. What WAS I thinking. 

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Not, I’d say

Remember Shreddies’ knitting Nanas? Launched in 2009, the idea was that hundreds of Nanas lovingly knitted each Shreddie to ensure they were all absolutely perfect. The campaign highlighted Shreddies’ unique design and taste. Some found it off-putting (‘yeuch, wet wool touched by olds’) but the campaign was a success and lasted for years.

But then it eventually ran out of steam, or yarn, and something new was needed. And this is it.

‘Shreddie…OR TOOK THE BOYS BACK TO SCHOOL, (A DAY TOO EARLY).’

So the campaign idea is that you should have Shreddies for breakfast or you’ll end up doing daft things or be otherwise unprepared for the day. It’s basically a twist on the famous Weetabix campaign from the late 1980s that’s just been resurrected in a new spot by BBH. Instead of ‘Have you had your Weetabix?‘ the line is ‘Shreddie or not?

It isn’t a bad thought. Weetabix obviously rate it. McDonald’s tread the same path, too, with ads featuring people wearing mismatched socks because they didn’t start the day with an Egg McThingy.  And to be fair, the TV commercial from Shreddies’ agency McCann is reasonably amusing.

But these posters. Oh my. You might conceivably get half-way to work before remembering it’s a Sunday, or drive to the park to walk the dog before realising that you remembered the dog lead but not the dog. But is parents taking their children back to school the day before terms starts a recognised phenomenon? Why does the ad just talk about boys? Why is A DAY TOO EARLY in brackets? Why is the opening bracket preceded by a comma? Couldn’t they have got a copywriter involved at some stage of the approval process?

Things take a turn for the worse with this next execution. That old chestnut about people deliberately missing tube trains because the copy on a cross-track poster was so captivating might hold some truth. I doubt it, but you never know. But is it even remotely likely that someone would dwell for so long while taking in just 10 words of text that their bus would come and go before they’d reached the end?

I admit that I spent more than a few moments staring at it. But that’s because I couldn’t believe the arrogance of it. I’m ambivalent at best towards the idea of breaking the fourth wall in advertising. It often reeks of smart-arsery. (I warmed to the Oasis campaign after some initial hesitation.) But this is self-congratulatory bollocks. Now you might say hey, we’re in adland here, Mr Literal!! Take a relax pill!!! I’d say you can think about what your ad is going to say for LONGER than seven seconds and STILL have fun. You might even sell some cereal.

I realise I’ve probably blown any chances I’ve got of f’lancing at McCanns, remote though they were. But bloody hell.

Mind you, the campaign does inadvertently have one redeeming consequence. Because every poster site displaying one of these Shreddies ads means one less showing you-know-who.

image courtesy @zacharyking

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