Very pleased to read AA Gill in the Sunday Times writing about this Christmas’s TV offering. I thought I was alone in finding it cynical, sentimental and manipulative — the accidental, unforced charm of the original three years ago (the boy waiting for christmas so he could GIVE the presents) having been replaced by a big budget pre-hype campaign including selling cuddly toys of the animated characters in the ad…advertising advertising in other words? What?
Here’s what Gill had to say about the ad and, for good measure, about my noble, ahem, profession of copywriter:
“It left me Scroogeishly dry-eyed. It was a sickly, anthropomorphic cartoon about a hare getting a bear an alarm clock. The animation was tedious, the concept idiotic, the purpose cynically saccharine.”
He heaps similar scorn on the ads from M&S and Tesco: “Snot-ragged melodrama that reminds you of how good advertising used to be, how witty and skilful, and how comparatively sophisticated it assumed its audience to be. Ad men were once demi-celebrities: they were exciting, important enough to be sent up. Of all the media businesses that have been turned over by the new age, advertising has suffered the most. Now a copywriter is a clerk, a man who composes the annoying sidebars on websites…”
…and self-important blogs, of course.