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Persil Range
Persil Small & Mighty - Small Things Just as Mighty
TV/Cinema
isadn 62740
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Mrs E Rigby
the voice of common sense
the voice of common sense
Sat 23 August 2008
I think this is a very clever advert. It works off that thing you can do when you hold your hand up to a big mountain and you close one eye and it looks like the mountain has become very small, and you can hold it in your hand. It was very well done and ever so clever, and it made it quite clear that Persil now comes in a concentrated form, which is also a clever idea.
That was what got me thinking, if they’re so clever at Persil, how come it’s taken them so long to come up with the idea of making a concentrated one? I mean it stands to reason doesn’t it? It’s less trouble to haul back from the shops, and it must be cheaper for Persil to cart about, and it’s better for the planet so why haven’t they done it before? They’ve been making Persil for years, you’d have thought that they could have worked all this out a long time ago.
Val, who I do my focus group with on Thursday, says it’s deliberate, and that they’ve been able to make this concentrated Persil for years, but they just wanted to get the maximum benefit out of the old Persil before they bought in the new one. Well I think that sounds pretty mean to me. It might be clever, but it’s not very helpful is it, now that we’re all trying to save energy and stop global warming? So, I say sort of well done Persil, but why didn’t you come up with this years ago?
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Reveal Magazine
Reveal - Besotted Receptionist
Hurrell and Dawson
TV/Cinema
isadn 62739
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The Fool on the Hill
sees the world going round
sees the world going round
Thu 21 August 2008
Reveal is apparently a celebrity magazine that is written by celebrities, which could be an interesting notion. I can’t quite imagine what it might contain. Despite its title I suspect that celebrities writing about themselves will reveal almost nothing. I certainly wouldn’t if it were me. I’d use my piece in Reveal to put forward a thoroughly rosy and massively unrevealing picture of myself, hoping that it would obscure and distract from the darker and less pleasant aspects of my character. In the business I think it’s called a puff, and you don’t normally get the opportunity to write them yourself, so that’s a slightly novel idea, but certainly no reason to buy the magazine.
A more interesting approach for Reveal would be if the celebrities were to try and get their own back, and actually took a pop at all those other celebrity magazines that torment them. They could publish deeply inaccurate and hurtful stories about the weary love life of the editor of Heat or OK. The could run pictures of tabloid journalists showing their gussets, sweating like pigs or falling down drunk outside the Met Bar. What about a feature called “Tabloid editors on the bog” with lots of long lens shots of these nosy reptiles trying to conquer their own constipation.
Now that would be the kind of magazine, written by celebrities that might be quite amusing, but I’m sure it’s not what is on offer in Reveal. The ad is quite amiable, packed with celebrities of a kind, and makes its point, but still leaves me with slight feeling of ‘So what?’
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Match.com
Match.com - Too Many Women
TV/Cinema
isadn 62758
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Nowhere Man
but used to be big in business
but used to be big in business
Thu 21 August 2008
I quite like this ad, it seems to have a refreshing honesty about it. It indicates a bold client and a clear thinking agency, neither of which are in good supply these days, unlike the women on match.com. Their trick is to make it look like they’ve made a bit of a balls up and ended up with far too many women on their dating website, which is of course just what us blokes want. They do it very nicely, they’re not boasting about it, they’re telling us that it’s a bit of problem.
‘Help us out guys,’ they seem to be saying, ‘take some of these women off our hands.’ and if I wasn’t such a cynical old ad bastard, I’d probably believe them. As it is, I’m still prepared to give them the benefit of the doubt, and may even log on myself. I’m not getting much joy from my current Mrs on account of a bit of a misunderstanding about my efforts to help Anna, the Polish girl that does our cleaning, with her English. Anyway, now she’s been fired and I’m not getting it at home so I might give match.com a try.
The only worry is that while they announce that they have huge quantities of women on their site, they don’t say anything about the quality, but when you get to my age I suppose you shouldn’t be too fussy. Though I have to say that Anna the cleaner was a bit of looker and she seemed to find me very charming indeed.
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Listerine and Listermint Mouthwash
Listerine - Mountain Chalet
TV/Cinema
isadn 62734
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Mr Mustard
he's so mean
he's so mean
Thu 21 August 2008
If your gob’s a bog then Listerine’s the stuff for you. That seems to be the message from this daft commercial. The whole feel is like an ad for Domestos or Harpic. Even the product demo manages to make the inside of the poor chaps mouth look like a bloody lavatory bowl. In fact you could run the whole silly commercial with the word Listerine replaced with Domestos or Harpic and it would probably make a bit more sense. For God’s sake, they’ve even lifted the Domestos tag line, apparently Listerine also kills 99.9% of all known germs.
I suppose this is meant to be reassuring but to be honest, would you want to snog someone with bog for a gob? I know I wouldn’t, and though the girl in the ad looks suitably on for it, she’s getting paid to look like that and doesn’t really have to snog the bloke anyway.
When rootling around in other peoples bathroom cabinets, as one does, while having a pee, I used to find the sight of a bottle Listerine an innocent or even reassuring sight. After seeing this ad, if I find Listerine hanging around someone’s bathroom it’s not going to be reassuring at all. All it says is that ‘My mouth is a bloody toilet, it requires extreme measures to keep it clean and hygienic, and I wouldn’t go anywhere near it if I was you.’ The discovery of a bottle of Listerine could now be as damaging to your chances of further intimacy as that ill concealed tube of Anusol or Zovirax.
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Ambi-Pur Air Fresheners
Ambi-Pur 3volution Puresse - 3 Changing Fragrences
TV/Cinema
isadn 62759
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Dr. Robert
he's always on the case
he's always on the case
Thu 21 August 2008
What a torrent of information, I could hardly keep up with all the news from Ambipure. Lots of different fragrances from one little spray that you stick in a plug, and then quite a lot of stuff about how Ambipure has been approved by the allergy council or some such body. To be honest this was the piece of information that made me sit up and take a bit of notice.
I have always had my misgivings about these fragrance sprays that seem to be so popular these days. I imagine that they would make you think that you were living in the lavatory of a motorway service area, but are they in fact harmful?
Quite apart from the fact that they are obviously mainly used to cover up the unpleasant aromas of a less than hygienic home, there is the question of what they are actually made of. If something is being sprayed into your living room 24/7 it would seem sensible to know what it was, or at least whether it was harmful in any way.
I suppose that I had always assumed that these things were pretty much OK, but this commercial would indicate that this is not the case. The repeated references to allergies set my antennae quivering.
There is obviously a problem with these things, and to be honest I’m not surprised. Fragrances are in general fairly harmless, but the solvents and propellants that go into these little sprays are another matter.
I am grateful to Ambipure for bringing this problem with room sprays to our attention, though I’m not sure that was quite what they had in mind. My advice is not to buy them, throw out any you already have and give your house a bit of a clean up.
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sees the world going round 
the voice of common sense 
