Mistaken indemnity.

Mistaken indemnity.

January 21st, 2011 // 3:07 pm @ andy // One Comment

Hello there. Today I start the blog post with heavy heart. It’s nothing to do with all the weight I’ve put on over the past month, ( though that, of course, has left me substantially heavier in many areas ), no, I have a heavy heart today because I feel I may have made a terrible mistake and now I feel honour bound to admit it. It’s all about those ‘Morethan Freeman’, More Than insurance ads. You see, a week or so ago, I slagged them off quite forcefully on this very page and I now feel I may have gone off a little too early, perhaps not given them the chance they deserved. And no John, it’s got nothing to do with your smartarse blog.  ( Although I do rather like John’s smartarse blog. )

It’s got to do with seeing them a bit more often, seeing the rest of the ads in the series and acknowledging that they get much better when viewed as an evolving campaign. I particularly like this one, the pet insurance ad.

It all works doesn’t it? The ‘hairy heartbeat’, the ‘castanets of calamity’ are lovely bits of copywriting and, all of a sudden, the elements of the ad that I’d accused of being lazy and ill-conceived make perfect nonsense. All the little details they’ve thrown into the ads are great too. The overweight cat, Morethan’s desert boots and socks left on the lawn, the man himself, trousers rolled, standing in the bird bath with his coffee and a particularly well cast terrier under his arm. I’ve started to love it all and to look at the rest of the ads with a newly found admiration for all the quirky little unnecessary, yet essential, touches.

So, I admit it. I was wrong. The Morethan Freeman ads are actually very nice, very funny, beautifully constructed and I’ve been a fool.

I can, however, feel rather pleased with myself for proving one very popular theory to be completely false. They say that it takes a big man to admit he was wrong. And, as anyone who knows me will be glad to attest, I’m a very small man indeed.

Category : Advertising &Blog &humour &Uncategorized