Spotted this on the tube this morning – and it got me thinking…

Because, for starters, you have to have that planner fight in your head: “Is this a clever, brassy, double entendre… or is it echoing the sentiment of the cynics?” And I’ve been chatting to people about it all day (or, at least, the whole day so far). When you see the endline and logo on their own, it’s much more hard-hitting, but much more questionable. Have a look…


Because this is what it ends on when you’re watching a cross-track projection of the ad (think of a powerpoint version of the whole ad and that’s kind of what you get in the projection version).

I had a look at the site – would they keep the line there? Or is it just on this ad?

Well, right now, it’s not made it across to the site, which has this logo and line…

Picture 2.png

Now, I’m instantly more comfortable with this – there’s no threat of misunderstanding. It’s bland and painless and doesn’t touch the sides on the way down. There’s no hint of bold, either – it’s simply dull. It’s what “they would say, wouldn’t they” rather than anything that makes you stop, or think, or reconsider anything you’re about to do.

So, after much discussion and much pondering, here’s what I’ve realised…

1. This is the first time I’ve thought about Dixons in years.

2. This is the first time I’ve talked to other people about Dixons in forever.

3. I went to the site, I told people about it, and it’s burned into my head.

In other words, it’s genius.

It’s bold and brassy and it’s a great thought for Dixons – it’s beginning to echo “It’s a Skoda, honest” memories in my head.