The Musings Of An Opinionated Sod [Help Me Grow!]

Scattergun Media Strategy …
May 22, 2008, 7:29 am
Filed under: Comment

A while back I wrote about an ad for environmentally friendly cleaning products that appeared in FHM Singapore …

Well I can only assume the salesperson who flogged that moment of irrelevant genius has jumped ship to Maxim because in this month’s edition there was an ad for this …

Yep, a carbon monoxide detector for cars!

OK, so men’s mags are ‘bloke bibles’ – which means the car is right up there with babes, gadgets and clobber – but a carbon monoxide detector??

To be fair to the salesman, he/she managed to con the editorial staff into running a feature on the dangers of having sex in your car with the engine on – but given there was only one reported death from this activity in the last 12 months [and millions get upto it on a daily basis and some of them might even be Singaporeans. I did say ‘might’] I don’t know if these facts are really going to motivate people to cough up the dosh for the gadget.

OK, so cars in Singapore cost a bloody fortune and the whole culture is ‘fear operated’ but even then, people don’t buy Maxim to be reminded of their family responsibilities – they buy it to oogle some female flesh and read the very interesting and intellectual articles [that’s my excuse and I’m sticking with it]

I hope it works for them – they must have paid a fortune for it, especially as they made the ‘ad’ an insert [see below] – but all things considered, I think this is another example of bullshit communication or brilliant salesmanship.


Still, it’s not as bad as the shitty sponsorship ads I see where some company tries to link their product with the event they’ve sponsored even though the reality is they did it because [1] it was cheap [2] it was what the MD wanted [3] it was to shut up the competition [4] it was for distribution rights [5] it was for internal/key client relationships.

There’s a great one from Castrol – the engine oil – for their sponsorship of Euro 2008.

They’ve basically linked the fact that a successful football team is ready to go from the moment the whistle blows to the fact that their product makes a car ready to go from the moment you turn the ignition key.

Genius … but shit.

I tell you I’d have a damn sight more respect for them if they simply said, “We Love Football So We Sponsor Football” … but in these days of having to justify every cent, let alone every dollar, I can only assume that sort of pragmatism wouldn’t wash with the powers-that-be, even if it would make more people notice their sponsorship and like the company behind it.

I’ve said it many times, but corporate ego is behind some of the biggest business fuckups in history and lets be honest, it’s going to get a whole lot worse before it gets worse [ha!] so as a bit of fun – and to see how creative the people on this blog really are – I would like you to suggest how Huggies Nappies could corporately justify their sponsorship of tennis championship, Wimbledon.

Just incase some petty brand manager is reading this, I should point out this is purely a fictious association, I just want to see what your evil little brains come up with …

Right, over to you copywriting Saints/Sinners …

16 Comments so far
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Something to do with “love”? I dunno… I’m not a copywriter anymore! YESSSSSSSSSSS!

Comment by Age

Because Wimbledon is wet enough

Comment by Dave Mortimer

when your open your babies nappy to reveal the vile, odorous evil that huggies kept safely locked away from the very moment it was emitted from your bundle of joy’s peachy little bum and cock, youll be shaking your head from side to side as the potent toxic stench envelops your whole head and this dramatic head movement of left to right to left to right is exactly what youll be doing when you watch the worlds greatest tennis players battling it out for Wimbledon glory which is why huggies are proud to sponsor this years championship.

Comment by andy@cynic

i’d have a bunch of images of tennis players’ tantrums over the years. and then something along the lines of supporting crybabies.

Comment by lauren

You liked that didn’t you Andy πŸ™‚

Come on Lauren, you can do better than that – tantrums doesn’t mean you piss/shit because if it did, the average ad agency would need super-plumbing!

Comment by Rob

sorry, can’t do better than that – i’m discovering that one of the joys of working for a narrow-minded wet-fish fuckstick is that the ability to think properly about anything other than how to leave goes out the window. joy.

maybe i’ll join the army.

Comment by lauren

Andy, that is fucking brilliant!!
I can actually see the disgusted parent morphing into tennis spectator in my mind, lol!

I think you need to tweak your client pitch, but I’m happy with the execution.

Comment by Age

do you work for campbell now lauren? and age, come here and say that πŸ™‚

Comment by andy@cynic

That’s funny Andy, I was going to ask Lauren if she’d started working for you πŸ™‚

Lauren, I spoke to my mate about you-know-what and he’s finding out if there is an opportunity and as soon as he gets back to me, I’ll get back to you. Hang in there or just do a US style massacre – you’ll get free board and lodging and as much time to do your art as you want.

It’s a win[ish] win[ish] situation! πŸ™‚

Comment by Rob

not to mention regular sex and an instant 24-hour social life..

Comment by lauren

What the hell am I doing working for a living!!!

Comment by Rob

Huggies sponsors Wimbledon because tennis is a shit sport

Comment by Bazza

I like tennis, I only said that to create a link that I could then contribute.

Comment by Bazza

Use washable nappies – you cannot be serious.

Comment by John

That is the worst one ever Dodds – even suggesting they could double as Pat Cash’s head band would be funnier. But then you’re a marketer aren’t you – so creativity isn’t something you understand, let alonw embrace πŸ™‚

Comment by Rob

No invoice, no inspiration.

Comment by John

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