they want to use old adverts (like persil and so on are also doing) because the creative agencies they employ cannot create anything new that they are convinced by and they long for the good old days when sales were so much better. they would qualify these actions as using the brand’s heritage to connect with consumers; the reality however, is that it is symptomatic of an inability to develop the heritage. and of course, to re-run old adverts is an incredibly cheap way to create advertising.

but, they also long to be ‘cool’, and have decided that ‘not spoiling your appetite’ and ‘being smart’ is uncool terminology and won’t connect with their target markets. which begs the question why the hell do the re-run then when you have to compromise it?

I can only think of one logical reason for this. My sister was only four at the time and was convinced that there was a shade of blue known as ‘tomato blue’. It took us a while but we realised that she’d got this from mishearing the advert. Presumably she wasn’t the only daft child to come to this conclusion… or perhaps there’s another reason.

Just thought I’d share that.