Is it a bird? Is it a plane? Not it’s bad advertising from Sky
The recent burst of Sky adverts can’t go without comment. Surely there will come a point when the ‘brainstorming’ meetings at Sky can produce a positioning and creative which is less common denominator than Sky’s usual fare. ‘Supertelly’ is the recent embarrassment. The billboards are terrible, the line is excruciating – Supertelly, come on! Is your audience really that unsophisticated? And yet, the use of Gene Wilder’s theme tune from Willy Wonka is pure genius, never mind pure imagination. So why oh why, when Channel 4, and now the BBC, use billboard advertising to such inspirational and effective use, do Sky consistently get it wrong? Anyone in doubt, think back to last year when the football ads ranted (like me) on how ‘players come and go’ but the teams are always there, solid. The concept was flawed, despite some pub talk about players, fans support quality players – don’t believe the hype you read in The Sun. Murdoch and co. need to take a tip from the campaign strapline, Believe in Better.
Topics: Comment | No Comments »
« Games maestro | Home | A 1-0 victory for typography »