When it comes to ads, I'm an opinionated git (although i think that's healthy for someone trying to get into the industry) so there are always ads running on the telly box that i love (Bud Dedication - "Now throw in an Arbitrary Refrain" - genius) and some that i hate (the Trainline.com - don't even get me started).
But every now and then an ad (or campaign) appears that I'm really not sure about- this time it's the Absolute Radio launch campaign:
http://www.guardian.co.uk/media/video/2008/oct/10/commercialradio-radio
I really wasn't sure whether i thought it as clever usage of actor Jordan Prentice, or whether it's exploitation of a dwarf to represent a crazy security guard.
And then i read this from Absolute Radio brand director, Chris Lawson:
"The idea was to create something that sums up the brand, we are trying for squirm humour like you might see on My Name Is Earl or Curb Your Enthusiasm."
Hmmm, 'squirm humour' it is then. But what exactly are we squirming at? And where is the humour? Are we supposed to laugh at the notion of a dwarf security guard? Or is that the squirm factor?
Like i say, i'm not sure whether i think it's funny and irreverent, or just in poor taste.
I'd love to know what the vast sums of readers of this blog think...
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8 years ago
12 comments:
Yeah this ad pissed me off too. It was obviously meant to be a funny ad yet I didn't find it humorous at all which just left me perplexed. Have we not moved past the whole 'dwarfs are funny' thing? Yeah it made me squirm, just coz it's shit.
Noticed your comment on Brand Republic in Campaign last week.... hmmm. haha.
Adam - exactly, are we supposed to laugh at the dwarf because he is, er, a dwarf?
Mike - uh-oh, what was i saying?
Hey Guys
Good blog post. When I originally went into Albion to review their recommendations for campaign direction, we talked about the need for an actor that was strong enough to convey the attitude of the brand, but was still likeable. There were a couple of possible actors but Jordan stood out from the pack. "In Bruges" is a great film and we loved his character, it made us laugh and had the attitude we were looking for. It seemed like a good place to start and we are really happy with the results.
Jordan has been over for three weeks, doing some on air and PR activity for us and has just flown back, I think we will be seeing a lot more of him. We're just glad to get in relatively early in his career. There's load more content to come, which we will put up on http://www.youtube.com/absoluteradio -it won't be too everyone's taste.( I think you will be in that camp Adam).
Time will tell, whether it works or not - but most of the feedback is that it makes people laugh, they like the music and know its Absolute Radio. That for me is the first objective achieved.
And yes Jordan is a dwarf, he also likes Duval beer, lives in Canada, has some nice unpublishable stories about Colin Farrel and made me and the whole office laugh.
Cheers
Chris
Chris - Thanks for 1). finding this blog and 2). for taking the time to reply.
It's really interesting to hear your side of the debate, you've obviously got to know Jordan and he sounds like a good guy as well as a good actor - no reason not to use him as the ambassador for the brand launch then.
However i still don't understand what is meant by 'Squirm Humour', and the context of its use.
Are we supposed to squirm at Jason the dwarf, or Jason's charachter in the ad? Or both? Were the other possible actors for the role also dwarves?
I really hope you'll read this and reply.
R
Hi Ronnie, Glyn here from Albion.
We created the Doug character to say the unsayable in defense of 'real music'. That's where the 'squirm' comes in.
We did meet other actors, but we were sold as soon as Jordan read for the part. He's a genuinely brilliant improvisational comic actor, and is determined to succeed on those terms.
As we release more and more stuff from the campaign, you'll notice we never reference Doug / Jordan's height, never mind make fun out of it.
Also, we've been working with the Restricted Growth Association (http://www.restrictedgrowth.co.uk/) throughout the process, to the extent of giving their board final edit approval. They see Jordan acting in our campaign as being a positive role model.
This all sounds a bit PC reading it back, which we're not trying to be. We were just trying to make some funny, effective ads.
I think the ads are quite good; they seem to stand out from the other radio ads at the minute. I think it's important that they show the station and its personalities, as potential listeners have to like them to be able to listen to them, which I think this campaign does.
Also, on a side note, myself and Sarah walked past the station in between takes and saw Jordan outside taking a break.
Glyn, kudos for joining the table, and clearing up the meaning of Squirm Humour for us - it's also good to hear you've been working with the Restricted Growth Association and are not being blase about what could be a sensitive issue for some.
It'll be interesting to see how the campaign pans out - i hope it's well received, and makes us laugh and squirm in all the right places.
re chris lawson
I'm a creative at an agency in london and I have to say the ad is the worst I've ever seen.
It's awful, I was sat with a group of friends the other night and the reaction was anger not squirm. anger that an ad can be soooooooooo shit.
Indeed, kudos to the guys from Absolute and Albion for joining the debate.
2 things to say upfront. 1. I'm an Absolute listener and 2. I don't find the ads offensive. But what I think's confusing people is that you say they are supposed to be funny and yet there aren't any jokes. And not in a 'The Office' all-in-the-delivery no joke way; there's just nothing to laugh at.
That can leave people thinking you intend the joke to be that he's a dwarf. I'm sure that wasn't the intention, but I can see how people get there.
It's good to hear you want to put the personality across, instead of delivering the usual 'we play music' blah, but I don't get what that personality is. It's not wrong, it's just not there. The ads are flat, lacking in edge. Again, not funny, ballsy, interesting, weird etc etc... enough.
Instead of paying for a star that fit the brand, perhaps Absolute should have invested in an on the up comedy writer who could do sketches with a bit more to them.
As a fan, I'm dissapointed the Absolute launch will go down as an example of how hard comedy is to pull off in an ad.
I am of restricted growth and find the adverts disturbing and horrid. I was very concerned when the agency claimed they have been working with the Restricted Growth Association, which I am a member of.
I contacted the RGA and they have confirmed that though they have had conversations and passed on concerns, at no point were they in a position to give formal approval on behalf of the RGA.
I do not believe the explanation of 'squirm humour' that has been given. It seems a very weak excuse for using a short actor to promote a caricature.
Also, I strongly object to this being a 'positive role model'. On what grounds? He's is a very peculiar security guard with anger management issues. His dialogue is crude (quote - "I'm going for a dump") and he's not shown as particularly likeable. Why would I hold that up as a role model to my son?
As a parent of a short child, we can usually protect him from the worst of the media stereotypes (e.g. Will Ferrell films). With these adverts they are on all the time - including family viewing.
On the subject of brand promotion, most people I've spoken to have noticed the adverts but completely missed the brand. This advert seems to fail on all levels, by firstly alienating the audience and then not showing what it is promoting.
Who knows where to download XRumer 5.0 Palladium?
Help, please. All recommend this program to effectively advertise on the Internet, this is the best program!
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