Adrian Elton Creative.
Independent Adrian Elton Creative has launched a lengthy discussion surrounding the fundamentals of advertising when expressing his critique of a Cadbury Picnic ice cream OOH campaign.
Elton suggested that the advertisement, a photograph of the ice cream, followed by two smaller-sized versions of the same product, lacked any sort of idea.
“It’s particularly noteworthy that having taken up the lion’s share of the poster with that el-massivo product shot, that they also felt the need to also include, the not-quite-as-naked product shot, together with the unquestioningly glorious box shot too,” he said.
The LinkedIn post led to 100,000+ impressions and 200+ comments, providing input on their opinions around the advertisement across the globe.
"It’s an excellent product shot, and the use of brand colours and logos is also not something that I’m questioning in and of itself," Elton said.
"My argument is that even if nothing else changed, could not the communication with the consumer be enhanced with a fantastic headline or idea?
"The kind of thing that’s been at the heart of great (and even not so great advertising) since forever.
"I understand the difference between a brand ad and a retail ad. But this is prime brand ad territory for the Cadbury’s and Magnums of the world. So why just limp over the line with a nothing-burger like that."
Mind Control founder Brent Vrdoljak said the job of advertising is not to impress creative people, but to build and refresh memory structures.
“A delicious looking product shot and a couple of logos will go much further to someone driving past at 60km/h than some 'clever' idea,” Vrdoljak said.
Plenty head of creative Alessio Maria Centritto said there’s a tendency in our industry to treat “ideas” as the only valid currency, less about effectiveness and more about maintaining a hierarchy.
“If everything must be idea-led, value accrues to those who claim ownership of them. But most advertising doesn’t live or die there,” said Centritto.
“Sometimes the job is simple: make the product look good enough that people want it. In ice cream, heat, appetite, and visibility will outsell a clever line most of the time. A functional ad that moves product is doing its job, arguably better than a Cannes-winning piece that doesn’t move units.
“Not everything needs an idea. It needs to sell.”
Sam Plant & Company freelance marketing director said “I love how half-arsed this is. Let's make hungover advertising a thing.”
Firecrown Media account director Ron Martin said the advertisement was likely driven by the client.
“At some point, the client always gets what the client wants,” said Martin.
Production Bureau Ltd creative artworker, Andy Bobbin, said don’t blame the creatives, "I think they had a lot of help from the client on this one and not an agency Account Manager in sight.”
Common Theory partner Greg Rowland said “The retro PICNIC logotype is glorious, and to add more resonance and emotion to this sublime presence would be very irresponsible.”
Jon Ashwell Creative said he thinks the team are a sandwich short of a Picnic here.
“What saddens me is the amount of comments we get defending this weak, feeble approach to advertising,” said Ashwell.
“Comments from ‘designers’ and ‘creatives’ suggesting that this type of work is ‘ok’, ‘fine’ and ‘alright’. We should all be fighting for ‘brilliant’!”
9Rooftops group creative director Stuart Ruff said it was not the most creative but maybe awards ain’t the point, it does the job and communicates all I need to know.
“Let equity ads do there thing and more power to the ability to be more creative but let functional live too," said Ruff.
“Fit for purpose and has creatives moaning - the job is communication in all its shapes and forms.”
What’s interesting isn’t so much the ad itself but what the discussion seems to have become, Elton said.
“Which is effectively a heated debate about the role of creative ideas in modern advertising, with people arguing over everything from salience and brand assets through to the purpose of creative departments in an era increasingly shaped by AI, UGC, performance marketing and shrinking budgets.
“Ironically, AI hasn’t really featured in the discussion at all – which isn’t surprising as there’s no suggestion that AI had any role in this particular ad.
"But the underlying question appears to be far more fundamental.
“Namely, does advertising still benefit from having an idea?”
Adrian Elton's application of Cadbury's principles with Bernbach.
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