The ads I hate the most are the ones that try and be funny. And the worst of them are radio ads. A shit ad you can ignore, but one where the team involved believe they've crafted something good, something worth listening to is the worst.
In fact I've long harboured a secret ambition to make a sketch show out of the sketches played out in radio ads. I hope that if creatives could see them out of context they would actually notice that what they've written is shite.
It's as if there is a comedy level in advertising that is way below the acceptable comedy level for comedians. As if ads don't have to exist in the real world. (Maybe there's some clue here as to why people have been falling out of love with them.)
As a result we get ads that are no more than weak sketches loaded with punchlines and puns. it's as if these creatives aspire to be of this world
It's as if they haven't notice that comedy, like everything else has changed and moved on. It's long become one of observational humour, of anger and social statement. Today's face of popular comedy is
So why aren't creatives writing like them? Could it be a lack of talent perhaps?
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