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And here, posted in full for your reading sniggers, is the response of "one of the creative team". Dear Christ in heaven, I hope he was the one who chased up the coke, although from his command of English (the below is posted verbatim except for my unbolded snarks) I have a horrible sinking feeling that he probably wrote the copy ...
Hi
I’m one of the creative team responsible for the ad. so I thought I’d give you my perspective…
1. The ad campaign is all about what different character types do with the time or money they save by going to Cargiant.
2. There are four ads in the sequence - a good family man with a tiresome mother in-law, a young woman who hates smarmy sales men, a young buck who wants to outsmart the office know-it-all and Chris, the slimy sod.
(How come Chris is the only one anyone's ever seen, then?)
The campaign, and if you use the underground/look at the backs of buses you will see all of the creatives… (no you won't, you really won't - you will just see Chris's hugely punchable face, over and over again)which give ‘Chris’ a context.
In short it’s not about CarGiant it’s about what we as individuals want when we’re buying a new car, what it takes to put a Giant Smile on our faces… save a weekend, treat the mother in law to a long holiday to the old country, wipe the smaile of a rivals face… or ‘Chris’…
3. He is a smarmy sod isn’t he - you can see that we made a point of choosing a smarmy self satisfied ‘look’. He is not symathetically portrayed.
4. This sort of toungue in cheek humour (what???)has been the bedrock of British comedy since (and before) tyhe days of carry-on
Anyway, even if you don’t agree with me, hopefully that gives some context. The aim is not to offend just to give a little ‘head smile’ and get the cost saving message over.
Mac
And what the fuck's a "head smile"? |
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