Monday, June 05, 2006

Crossing the line

Oh I know it's all in the spirit of fun (OK mass marketing), but the new Kit Kat ad is nonsense.

I know some people like it, but when I saw it I could hardly stop myself yawning. Not only was it one of those ads that tries to be clever and fails, but it had the look of an idea that had been done to death. It promises much, but it's all oversell, and delivers little.

That isn't my main problem (OK, I might be having a sense of humour failure here, so stand well back), but it's the way it plays around with the whole 1966 World Cup winning performance.

The new ad is based on Geoff Hurst's goal that helped England to go on to secure victory over West Germany in the 1966 World Cup Final.

I know it was a controversial goal because every time you see Hurst's name and the word “goal”, the word “controversial” is also featured.

In the Kit Kat spot, they go one further using real footage of the game and the moment that the referee turned to Russian linesman, Tofik Bakhramov, to determine whether the ball crossed the line.

In 1966 Bakhramov gave the goal. In the ad with a bit of editing of the original footage with new footage by Kit Kat, we see that at the time in question the Russian linesman wasn't watching the game he was "having a break". A quick break, geddit?

Somehow as England go to the World Cup, with their best chance of winning since 1966 and Kit Kat, which is launching a major (66,000 1966 shirts) promotion has an ad that rather than being celebratory and exciting is lame.

It doesn't celebrate "one of England’s greatest sporting moments", it slyly knocks it and falls flat in the process.

OK that could just be me, but if you haven't see it, take a look. Posted by Picasa


At 1:19 PM, Blogger Rich said...

Most people now are tired of all the world cup marketing, of dubious links between products and the event, and of "celebratory and exciting" adverts. I'm glad that at least this Kit Kat advert is actually funny and not "celebratory and exciting."

It pokes fun, in a depreciating English style, and so communicates with me more positively than some exploitative hijacking of the World Cup by some sh*t food company that wants to raise its fitness credentials.


At 2:49 PM, Blogger Dan said...


I like the idea of a "depreciating English style". Like English style is going out of fashion.

Perhaps you meant "deprecating"?

At 3:45 PM, Blogger Rich said...

Ah, Dan, good call....

Being so typically English, the idea of a gradual, inexorable decline in the value of our national style sits well with me.



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