"Creatives" in advertising

I have been musing over the world of advertising more than normal of late.
"Creatives" as they call themselves, come up with the ideas. Now its common to use famous songs now out of Copyright in ads, I can't believe J Lennon's Revolution in a car ad!!
But there are two that really drew my attention lately and neither was designed to attract Web cult status.
1. An ad for a natural worm killer to give to kids. While the "talking head" says how important control is to prevent cross infection, if you look behind her, there's a kid picking his nose and then digging into the bread packet. Fear and trepidation. Thats real creative...not!
But the bestis
the Angels in the Kraft Philly ads like the one where one girl says to the other, those wings can't be real. Well the latest is one doing Yoga while the other gets out the Philly and gives some to the first, who then says predictably, "Yum" To which the other says, "Yes and you don't need to put your knees behind your head to enjoy it":eek: :eek: :eek: :eek: Way too creative for my simple mind. Just too unfathomable.

Regards

Rob

Don't watch them! Ads are for going to the loo/getting a beer/putting on a jumper etc etc. Didn't you know?

Even SBS has started with adds in the middle of shows:( The last two eps of OZ had 3 five minute add breaks during it:(

The unfortunately more frequent ones on Foxtel have you jumping channels but they seem to time them together. Anyway no where near as bad a free to air.

Quote:

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Originally Posted by Lignum

Even SBS has started with adds in the middle of shows:( The last two eps of OZ had 3 five minute add breaks during it:(

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Absolutely soul destroying. In Mythbusters its tolerable, but if it hits the next series of Topgear, I'll be devastated. Point here is, on SBS a 1 hour show usually takes up 50-55 minutes. Now we get an extra 15 minutes of ads, what's going to go!

Rob

Quote:

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Originally Posted by Flowboy

Absolutely soul destroying. In Mythbusters its tolerable, but if it hits the next series of Topgear, I'll be devastated. Point here is, on SBS a 1 hour show usually takes up 50-55 minutes. Now we get an extra 15 minutes of ads, what's going to go!

Rob

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I emailed SBS expressing my :mad::mad::mad: opinion [politely] of their new policy and received the following in reply - Lignum may be surprised with one of the paras relating to times. I have since replied again as the last "Mythbusters" had 5 self promotions for upcoming programs.
I would suggest that if you are serious - tell them - on their website in the comments/complaints section.

SBS's reply

"Dear Bob,

Thank you for writing to express your concerns about changes to program
breaks on SBS Television. Your comments will be shared with SBS
management.

SBS has taken this course of action following a great deal of
consideration and investigation. It was not an easy decision to make,
but the alternative is less palatable.

SBS could continue with its current format, but its ability to
commission quality Australian productions and to purchase the world's
best films, television programs and sporting fixtures would become more
and more constrained by lack of funds and rising competition from Pay TV
and the other networks.

SBS obtains about 80% of its funds from Government, and the remainder
comes from advertising revenue. Even though that amount is relatively
small, it is vitally important revenue that goes exclusively to the
purchase, commissioning and production of programs.

Under its Act, SBS is obligated to operate in an efficient and
cost-effective manner and, importantly, it is required to actively
pursue funding opportunities independent of Government funding.

The Act also stipulates that SBS is not permitted to show more than
five minutes of commercial advertisements in an hour, considerably less
than the 13-15 minutes typically shown by commercial networks. This will
not change.

Up to now, SBS has run five minute blocks of ads between programs and
the most immediate effect of this is more than 50% of our viewers switch
channels. Because of this reduced audience, our advertising rates have
to be pegged at levels far below the commercial networks.

By placing short ads within programs when we reach peak audiences, our
advertising rates (and revenue) can be increased. All of this additional
revenue, as mentioned previously, will go into the commissioning and
purchasing of programs.

Thank you again for taking the time to write to SBS, you are obviously
a committed, regular viewer; please be assured that your comments along
with others we have received will be given due consideration.

Yours sincerely,

David Lance
Manager, Public Relations"

The situation here is still far better than in the US. There, advertising takes up around 1/3 of air time, and no program segment lasts longer than 7 minutes. Be thankful for small mercies.

Rocker

I'm sure we will follow them like we do with everything else.

I wonder if the new media ownership laws will change anything?

The problem is the 'product' that media companies sell is advertising, not programming. The programming is just the bait.

Makes you wander why we spend an extra $600 each year for pay TV.
Wasn't the idea that we pay them the money so they didn't have to get money from advertising.
If the cable networks increase advertising and hence raise their revenue surely we should expect subsidised (free) rates. oops I forgot about the monopoly (dueopoly in name only) of Foxtel.
Thanks Mr Alston.

Their argument would no doubt be that advertising allows them to keep subscription rates down.

We've just cut ours down to the basic service only. No more How Not To channel, no more Comedy Channel, no more UKTV. Saves us a fair bit per year for something we only used infrequently if ever. Really only want it for the sport channels but they wont give them to you individually. You have to take (and pay for) all the other crap as well.

The important thing here as SC says isn't the programming. Its absolutely essential that we watch the advertising especially at peak times so that companies can fool themselves into believing that they work. Just one look at a Bunnies ad and SWMBO has to get a thermos of hot tea for me.
But most important is the need for us to see the amount of creative thinking, intellectual wit and vision coupled with Community sensitivity which allows Ad Execs the power and expedable income they "earn" You could hold the likes of John Singleton right up there as a role model.
Also, how else will you know when your version of English is no longer valid.
How would you feel saying " I'm going to have a shower to refresh my body", when you really should be saying " I'm going to have a shower to fresh my body", like you several in the wardrobe.
If I ever get a "Creative" near me at dinner or a party, start counting the minutes till I'm evicted.
Bob,
That email is a great example of doublespeak and just another way of saying we must advertise in prinme time to get the dollars

Regards

Rob

Quote:

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Originally Posted by Bob38S

Up to now, SBS has run five minute blocks of ads between programs and
the most immediate effect of this is more than 50% of our viewers switch
channels. Because of this reduced audience, our advertising rates have
to be pegged at levels far below the commercial networks.

By placing short ads within programs when we reach peak audiences, our
advertising rates (and revenue) can be increased. All of this additional
revenue, as mentioned previously, will go into the commissioning and
purchasing of programs.


Yours sincerely,

David Lance
Manager, Public Relations"

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So what he is trying to tell us is that by putting more adds on during the show more viewers will tune in and stay :rolleyes: Clown:p



And whilst im having a TV winge, a pox on Eddy and CH9 for relagating The Sorpranos to Midnight Monday :( :( :(

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Originally Posted by silentC

, no more UKTV..

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:eek:

Mate what will you do if they repeat Sharpe's War IMHO the best peice of TV made since Napoleon invaded Spain.

Quote:

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Originally Posted by Bleedin Thumb

:eek:

Mate what will you do if they repeat Sharpe's War IMHO the best peice of TV made since Napoleon invaded Spain.

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My favourite of all time was the BBC drama Children of the North and here in Aus its Blue Murder

Quote:

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Originally Posted by Bleedin Thumb

:eek:

Mate what will you do if they repeat Sharpe's War IMHO the best peice of TV made since Napoleon invaded Spain.

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Don't they run that on the ABC? I've never watched it.

I think the only thing I ever watched regularly on UKTV since The Bill soaped up was A Touch of Frost. I've got that many more reasons now to head for the shed ;)