Gaviscon
is a brand of indigestion and heartburn treatment. They usually run fairly
cheesy, silly ads. This time their pitch is dual relief from both issues. And
the message to convey it?
A
man in a suit delivering a speech at a wedding, smiling for some reason as he
feels heartburn. And then the same man, in the same pose, with the same smile,
outside playing football and clutching his stomach as he feels indigestion.
Tell
me that’s not odd.
Everything
about the ad feels as if it’s either a) designed by aliens, or b) designed for
aliens.
To
be quite frank the entire build of the image is strange. Apart from the strange
smile of the man who we’re supposed to view as in pain, the football scene
features him wearing a pink jumper with a football scarf, holding a pristine
black and white football. The scarf confuses me more than the rest. Who wears a
football scarf to play football themselves?
Answer:
aliens, probably.
(But
who knows, perhaps there was a major epidemic in children with both heartburn
and indigestion at once that I just haven’t heard about.)
So
here’s the point of all this. Don’t let ticking boxes become more important
than the ad itself. Simply throwing in concepts and imagery that suggests an
idea is not the same as conveying information and convincing people.
I’d
love to know the thought process that informed that ad. I’m a little worried
that there wasn’t one.
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