Digging through some old files I’ve found these four posters I commissioned for lastminute.com through M&C Saatchi/Immediate Sales. They’re not my favourites but they’re the only surviving ones I have. The Blair “don’t plan” ad was an opportunistic response to the news that the then Prime Minister’s wife was unexpectedly pregnant.
The best ad we ran, IMO, was “Surprise your girlfriend. Take her sister to Paris.”
It’s good to know what benefits your product offers, but really powerful brands have a purpose – a point of view on how they believe the world should be. This reason to exist can create an authentic connection with people and a guiding narrative for the business.
The story behind Maybe It’s Because I’m a Londoner is one of the most popular posts I’ve written here, so I was pleased to discover this ‘making of’ trade video we made for the follow-up ad for Capital FM in 2005.
I’m pretty proud of it. Looking back, the effort, thinking and professionalism shines through. It’s also quite clear how expensive the ad was and I wonder if radio will ever see its like again – not that this execution or media approach would necessarily be right today. 2005 was before anyone had heard of YouTube, Facebook or Twitter.
Many thanks to the excellent Alex Boyesen of Digital Mixes who made this video
Next day the posters appeared in due course, and the public were informed, in all the colours of the rainbow, and in letters afflicted with every possible variation of spinal deformity, how that Mr Johnson would have the honour of making his last appearance that evening, and how that an early application for places was requested, in consequence of the extraordinary overflow attendant on his performances,—it being a remarkable fact in theatrical history, but one long since established beyond dispute, that it is a hopeless endeavour to attract people to a theatre unless they can be first brought to believe that they will never get into it.
People don’t like ads interrupting their viewing, and adverts that aren’t relevant to particular viewers (or skipped) don’t work.
Step forward MirriAd – a neat way of allowing product placement to be inserted post production. Its effectiveness will all be down to execution, but it’s a very neat idea. Imagine being able to place ads into programmes tactically at a minute’s notice, or show ads for products a particular viewer has been researching online.