Vodafone, ANZ, Woolworths and Kmart are just a few of the brands responsible for less than stellar TV commercials in a misguided effort to get consumers' attention. Here are AdNews' top 10 worst TV ads of 2011.
Vodafone
'Onions'
Host
Vodafone’s ad, which features Michael Clarke talking nonsensically about using his Twitter account to learn about cutting onions, tops the list of TV advertising flops for 2011. Some think the under-pressure Australian cricket captain should spend more time playing cricket, so you could be forgiven for thinking Vodafone didn’t think through its choice of brand ambassador. More importantly, what the hell is Clarkey talking about? Cutting onions? Who? What? Where is the relevance? The viewer is left asking: “What on earth are they trying to sell me here?” The final line of the ad talks about the Vodafone Network … but wait, wasn’t it about Twitter? Poor form Vodafone, poor form.
ANZ
'Patrick Jane'
Whybin TBWA Tequila
They got rid of the awesome Barbara ads for this? After changing agencies, ANZ flopped out a turkey featuring a random television character from a show that is hardly topping the ratings. The Patrick Jane character from TV show The Mentalist ain’t exactly iconic ... he’s no George Costanza.
Woolworths
'My Family'
M&C Saatchi
If you thought the “My Woolies” ads were a little bit corny, then at all costs you should avoid watching the latest Woolworths sap-fest. It’s just so cheesy. The “loveable loser” dad, the hopeless one-liners, the family meal which is such an over-the-top joyous occasion that it makes us normal folk feel like bringing up lunch.
Kellogg's LCM's
'4D Choc'
JWT
Here’s a tip – if you want people to eat your product, don’t roll out a campaign where the main character looks like he is swimming in a river of shit, literally. Everything, and we mean everything, in this ad is an off shade of brown, which really doesn’t make you feel like eating. Off to the loo!
Kmart
'Guess'
BWM
When Kmart asked 1000 mums to come check out one of their stores, shouldn’t they have asked: “What about the dads?” What about people without children, for that matter? The “real people” in the ad come across as bad actors desperately in need of a proper job. No one is that excited about $5 shirts.
Huggies Pull-Ups
'Stop, Potty Time'
Ogilvy
This ad is just so bad it’s almost good. A rapping toddler gets all Death Row Records on yo ass with lyrics like “If you wanna do poos and wees” and “Stop! Potty Time!”. MC Hammer would be turning in his grave if he knew the lyrics to “Can’t Touch This” were being used to sell nappies. Wait a sec, MC Hammer isn’t dead.
Virgin Mobile
'A Fair Go for All'
Publicis Mojo
The television campaign has been getting mixed reviews – some like it, others hate it. It has been placed in the turkeys list for one simple reason: the Robin Da Hood character is just so creepy. He’s meant to be helping people out, but would you really want “help” from this weirdo in a dark alley?
Mortein
'Who will save Louie the fly?'
Euro RSCG
Earlier in the year, Mortein duped us into believing its iconic mascot was gone for good. Then suddenly this ad came out, asking people to “save” Louie the Fly. So, does this mean you didn’t get rid of him? Is there a dodgy PR scheme lying behind this commercial? Not happy Jan.
Foxtel
'EOFYS'
Clemenger BBDO Sydney
It was one of the first campaigns Clems produced for Foxtel and you have to admit, it was pretty rubbish. A bunch of letters bouncing around the screen and a horrible jingle do not exactly spell ‘emotional connection’. Compared to the previous year’s EOFYS campaign by The Monkeys, this effort looked pretty woeful.
Modern Brands
'Smelli Gelli Baff'
V3 Project
It’s obviously a low-budget ad so we can’t be too harsh, but this really is horrible. The animation looks like it was banged together by a twelve-year-old, the kids seem like they’re peaking on an epic sugar high, and the colours and patterns are bright enough to cause a seizure.
This article originally appeared in the AdNews Annual.
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