JWT get it wrong
Ford, HSBC, Unilever, Vodafone. Just some of the clients of JWT. You’d expect them to be at the top of their game, everytime. This ad (above) produced for the Junior Horlicks sub-brand tells us that even the big guns can waste your advertising spend.
As if Horlicks isn’t already fighting an uphill struggle with what is possibly the worst brand name available they have to persuade you to buy a drink for your child with advertising like this.
We’re lead to beleive that when our children drink Horlicks they become smarter than normal, hence building a Rubik’s cube rather than a house or a car.
JWT state:
You do some sterling work, but in my opinion, not this time.
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6 appreciated comments on “JWT get it wrong”
What are your thoughts?
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Nah. They’re being too clever and losing the audience I reckon. I’m no expert, but if I saw that I’d fail to make the link.
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is there more to this ad looks cut off , where is the text that accompanies this. taken out of context its hard to really get a feel for your argument, not saying that you are wrong, its just you are relying on us trusting you on this without the entire ad, unless this is the entire ad, with no logo or copy then yes you are absolutely right, its horrid =)
David B, that’s all the print ad shows. I too thought that at the very least a strapline should have been added for some explanation, but this is it.
The image in the lower right of the piece is a container with the Junior Horlicks label applied.
I think the add is trying to be to clever, I didn’t make the link until your post explained. Being too clever for a chocolate drink, but at least they are branching out past the home comfort Bisto style advert which seems the safe bet.
You also mention Vodaphone and Ford, I have no time for adverts of these brands as they are notoriously poor.
Since your post however HSBC have also launched their global cultures advert series which I like, conveys the message that they are a global bank and they treat countries as individual entities offering unique bank account options to each.
Nice post.
Hi Jonny,
I agree. Good to see a different approach, but not when it diminishes the advert’s effectiveness. Thanks for commenting.