Wednesday, 10 June 2009

Dance Classics vs. Absurd Graphics

"If at first, the idea is not absurd, then there is no hope for it." 
- Albert Einstein

Okay, another post for you here. It seems that Clemmow Hornby Inge (CHI) have cracked the formula for a great TV-cum-viral video campaign. The most recent example to come to fruition is their 'Pheasant Rodeo' spot for Drench, in which a man rides a giant pheasant, drinks some Drench orange juice, then continues to ride the pheasant, all set to the 1989 hit 'Ride on time' by Black Box... and the strapline being "Stay on top of your game.'

Before this, of course, there was the 'Brains' spot, also for Drench, in which a brilliantly animated CGI Brains (of Thunderbirds fame) took to the stage and danced to the 1992 hit 'Rhythm is a Dancer' by Snap! until he got thirsty... for Drench water, would you believe.

With that one clocking up more than 800,000 YouTube views so far, and 'Pheasant Rodeo' well on its way, it seems like CHI are on to something. Perhaps a dance classic, plus an absurd graphic does get people going these days... it certainly provides a bit of light humour in 'these dark economic times', though we can't use the crunch to explain everything.

The drench spots are, of course, predated by that legendary Gorilla (set to Phil Collins' '81 hit 'In the Air Tonight') and those somewhat less legendary eyebrows (set to Freestyle's '84 hit 'Don't Stop the Rock'). All four share a sense of humour, delivering simplistic audio and visual bliss. Perhaps people are so sick of being advertised to, they'd prefer it if brands just dropped all pretense of honesty or sincerity and just gave them an unadulterated good time - one they want to pass on to others.

Expect to see more of these before the day is done.

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