I like the new advert for 3. The one for free Email and IM on your phone. If you’ve not seen it, here it is:
I was really really disappointed when I opened up my weekly Zoo magazine (it’s a work thing, honest) to see this press version of the ad. Actually I wasn’t disappointed by the advert itself, the press ad is fine. See below:
What made me almost spew was the thing they’d stuck over the top. A postcard. A postcard with stickers on it where you can ‘create your own message’. A bit of a horrible thing in it’s own right. Pointless and fiddly. And just another thing to drop on the newsagent’s floor.
I’m guessing that the Zoo audience is at the younger end of 3’s target. So of course the natural content for this postcard is skateboarding!?! I mean what else could it be? (Apart from breakin’ of course).
Here’s the front:
Here’s the back (the stickers are the words on the left):
Completely at odds with the rest of the creative. And ‘Grind to Email’, what on earth is that about? Next they’ll be asking us to “Ollie down to your local 3 store now”, or “Nosebone over to three.co.uk”.
Looks like someone’s been to the Youth Marketing conference I blogged a while ago ;-)
I don’t really enjoy negative blogging. But sometimes I can’t help myself. Especially when I see something nice get reduced to something horrible.