Monday, 20 June 2011
Ben Kingsley for Santam Insurance - No no no no no no!
click for video here
This ad actually caught my attention because of the voice-over copy alone.
It's some of the most contrived writing I've come across in a long time. I'm certain if I'd heard only muffled tones coming from a TV in the next room that I'd still be able to say how try-hard it is.
"It may look real, sound real, say all the right things. But how do you know you're getting the real mccoy?"
This is insurance. It's really a lot like selling toilet paper.
How does one know, Santam/KingJames? How do we know your insurance will live up to our expectation? For all the toney-tone we have to endure, this doesn't pose much of a logical case.
The concept, which as far as I can tell is: "Other people claim to be better but...[nothing]" well, this needs a bit of work.
The main issue I have with all this is that I know just how much publicity this spot will get simply because Sir Ben graced us with his presence, and that that will be deemed job well done. But this, does not good advertising constitute.
On top of that, my eyes are still burning from the grossly oversimplified blue/gray grade that South African commercial directors can't seem to get enough of.
Up with which I will not put.
Posted by Kerrin Naude at 04:47