We are told that all publicity is good publicity. Personally I think this is absolute rubbish. If the chief executive of Super Dooper plc was suddenly charged with being a paedophile, it would create massive puclicity for Super Dooper plc, but little of it would be good publicity. The same goes with adverts. Some great, some awful, but people say if you remember them they are good adverts. but do they sell any products.
I like, as a piece of art, the new Cadbury's adverts featuring the Phil Collins song "In the air tonight" being drummed to by a Gorill (see YouTube clip below), but is it actually a great advert in the sense of selling chocolate ?
The first few times I saw the advert I failed to remember it was a Cadbury's advert and instead thought it was promoting Phil Collins greatest hits. I know people who still think this, so from the angle of promoting Cadbury's, is it effective ?
Then there is the second promotional angle. Cadburys sell chocolate. This is their job, their function, the purpose. Now I am a chocoholic, I can eat chocolate until it virtually makes me sick, and then I eat more. However, I can honestly say I have not bought a bar of chocolate in three months. If if this advert has had no effect on me, what is it like for others ? Has this adverts seen Cadburys sell more chocolate ?
So as great a piece of work as it is, as great a piece of art as it is, is it a good advert in terms of selling the product. No, I don't think it is. However, compared to most of the TV shows that ITV show around the adverts, this advert is probably the best thing on ITV at the moment.