Real Advertising
Posted by: David
March 8, 2009 - 09:03:25
There’s definitely a move afoot, a move towards real life ads, simply produced and directly reflecting consumers’ current concerns. NatWest are doing it and, during the ad breaks on ITV on Sunday night, Dulux pointedly took advantage of punters’ continuing desire to improve their homes, even if they can’t afford to move.
Feux live ads throughout the breaks, hosted by Claire Sweeney, showed a family changing two rooms in their home with a few accessories and a lick of paint, by Dulux naturally. Sure, it wasn’t headline making creative that everyone talks about (in truth, often because of its obscurity). It was all about selling. Selling ideas, selling a solution and selling product.
Driving traffic to whatwouldyouchange, plaudits for straightforward consumer messages and use of the ‘live’ ad break format. Not exciting, but certainly refreshing.
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