Swipe!

Browsing through this year's Campaign Big Awards winners, I came across a really great ad. One that caught my eye, made me laugh and then lust after the product. Here it is, for dixons.co.uk, a gold winner at the awards, and one of the best still ads you'll see all year:

 Going back to what I said in my previous blog post about speaking in colloquial terms to your target audience,  this really ticks all the boxes - it's dry, and yet so visually unsubtle about the reference to John Lewis.

The words "middle" and "awfully well brought up young man" make a mockery of the stereotypical John Lewis customer, implying that all the extras you get by shopping there are somewhat uneccesary, and that you can get the product (for cheaper you're led to believe) easier at dixons.co.uk.

I love how bold the advert is, speaking to the masses in a time of economic downturn, satirising the in-store experience, making it sound opulent, and then directing the audience to a place where everything is streamlined, easier, and cheaper (or so the implications would lead you to believe).

Great to see a bit of competitive spirit.