Monday, 20 April 2009

Advertising ITV

Ironic that ITV launched their bizarre 'Sunshine' ad campaign the same day Britain's Got Talent launched global superstar Susan Boyle. Her YouTube clip shows everything that ITV is about as a brand - big warm mass entertainment with a feelgood factor running through the middle. I suppose that this will likely be associated more with Brand Cowell than with ITV1, but surely if they want to play 2.21 minutes of something on their own channel they should try repeats of Susan rather than the blandly weird beach spot. If you haven't seen it, don't bother with the full video play, skip straight to the vox pops kindly grabbed from BrandRepublic. As one guy being interviewed points out, it is much more likely to win awards than to change anyone's behaviour (which in my view is the most disgracefully self-indulgent thing that can be said about an ad).

I would have embedded the Susan Boyle clip here as well, not because there is anyone on the planet who hasn't seen it yet, but more to illustrate my point. But every clip on YouTube is coming up with an 'Embedding disabled by request' message. I wonder who has requested it to be viewable only on YouTube: the production company, ITV, YouTube, the singer herself? Not sure what anyone would have to gain from it.


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