You know the ones I mean, the 'humourous' ones with plastic-looking, very European families. He is slick of hair and clean shaven, she looks like she's just stepped out of a salon, and the kids are dressed by Gap, and one of them carries a perfectly unused skateboard. They're hip, they're happening, and nothing like them has ever been seen west of the North Sea...
Then the advert gets dubbed. Badly. Because it's the same brand, we'll definitely have the same values when it comes to advertising, right? I mean, it's just an advert, isn't it? Well, no. Not exactly...
You see, here in the UK we get a bit antsy about adverts. We didn't have them for ages, then this channel started up called ITV, and it was paid for by advertising, and the whole game changed. Those precious moments when we could be watching the program we tuned in to watch, but are instead watching a sales pitch, are something to be treated very carefully. We don't want to be watching the advert, but if we have to it had better be damned good. Funny is a good place to start, but merely cool-looking will do. Expensive in look and feel is a definite, unless you're selling something cheap, in which case we'll forgive you, and ignore your product.
Adverts are a battle ground in the British media, a place for rival ad companies to try to outdo each other with their genius. The adverts get better and better, and we can tell when someone hasn't bothered. We can really tell when someone has just dubbed over an advert they've already used in Spain, France and the Czech Republic. And we resent it. Resent the laziness, and the assumption that we're anything like that unwashed, uncultured bunch over there on the continent (etc., etc.).
Adverts on British television are an intrusion, and as such had better give us a damned good party trick or we'll boot them back out the way they just came in.
So now you know.
