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Good riddance to the pocket slap

Posted in Advertising, Creative, Nikki Preston, Latest reporters' blogs April 11th, 2007 by Nikki Preston

I think all UK television viewers should rejoice this week as Asda finally makes its bold move to get rid of its iconic “pocket tap” after 30 years.

In my view it has been using the “pocket tap”, or in my opinion “bum slap” ad for 30 years too long. I have only been in the country four years and every time I see it I cringe.

While I recognise that such a simple gesture should result in such a huge brand recognition is a phenomenon itself, it also must have lost its rhythm at some point since it’s finally getting the sack.

In my opinion various aged people walking around a supermarket hitting their bottoms completely puts me off wanting to enter the supermarket particularly when at the end of the latest ad a female Asda worker not only slaps her bottom but also lifts a leg – reminding me very much of a dog that needs to relieve itself.

It also comes down to basic food hygiene standards 101, which clearly states that you shouldn’t touch your bottom while around food, but surely as food experts the Asda team surely knows this. When the “pocket tap” was introduced in 1977 food safety standards probably weren’t such a high profile issue, but in 2007 they certainly count. I personally don’t want anyone who had just touched their bottom to then be touching my food.

Asda’s new look ads, which sees UK celebrities at work in Asda stores over the country, will be a refreshing change, unless of course the celebrities happen to blow their noses or spit in the food while being filmed in the store.