This could be the best ad of the year… (already!)
Jan 12th, 2007 by Simon
Mother have launched their new spot for PG Tips.
Featuring ‘Monkey’ from the ITV Digital campaign. And Johnny Vegas. And T’Pau!
First thing to marvel at is its sheer length – 2 minutes! In an age of ROI, I’ve been in a number of conversations where we discuss the possibility of doing a longer spot length to cut through the 30 second clutter on TV today. Unfortunately, it hasn’t ever resulted in breaking past the concerns that incremental cost won’t be proved worthwhile. Paint did it, and Honda tend to run longer spot lengths too, but for an FMCG (packaged goods) brand to run something of this length is rare.
The second thing to marvel at is the subtlety and poignancy of the spot – that’s not even the right way to put it, but I can’t find the words I’m so stunned by this one. It’s sheer brilliance – a spot you can watch repeatedly and captures a moment of British tea-ness like I’ve never seen before. It’s funny, touching and acutely well observed.
Finally, the ability to send up the idea of advertising while doing it so well. It’s got that self-conscious thing without being trite or trivial.
So, without further blather from me, here it is – courtesy of YouTube…
Simon – what do you think about the new Old Spice spot?
http://www.youtube.com/watch?v=Af1OxkFOK18
The microsite is also brilliant: http://www.experienceoldspice.com/
I like the boldness of the PG Tips spot (particularly as you state, the fact that it’s so long and so knowing), but I do wonder what else they’ll do with the brand after the intial ‘it’s Monkey’ effect has worn off.
Slightly delayed reaction – apologies for that!
I love it. It feels a tad “Pot Noodle” from the HHCL days. Less manic, but something tinglingly familiar. Something else too, but I can’t get what yet!
For me, it doesn’t beat PG Tips. But, hey – the year only just began – and if we see plenty that can challenge it, it’ll be a great year. Not one where you struggle to name the top ten ads (like 2006!).
Meanwhile, I’ve spent a good 15 minutes with the web site. So, pretty good in my books!