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The ad with the sting in the tail

Posted in Advertising, Creative, Oliver Milman, Latest reporters' blogs July 27th, 2007 by Oliver Milman

Following on from the pulling of a Walkers advert due to the floods, isn’t Fuller’s new campaign for its Honey Dew beer also stunningly out of place with the current climate?

While the ad certainly isn’t insensitive to those who have to wade through water to find water, its timing is a little odd.

The creative shows a startlingly yellow picture of the sun with a bee in its centre, guaranteed to startle rain drenched commuters who will see it plastered across train stations next week. The tagline tells us that the beer is the ‘bee’s knees’.

What kind of weather does Fuller’s think the country has been experiencing in recent weeks? Does the company not own a television set?

There is nothing wrong with brands trying to create a ‘summer vibe’ – in fact, it helps get people in a relaxed, holiday mood. The problem is, doesn’t there need to be a summer around in the first place?