23 January 2013 - 11:47am | posted by | 4 comments

Marketing Weak: Maryland Cookies' return to TV advertising crumbles under scrutiny

Compared to some of the Marketing Weak winners gone by (Truvia, we're looking at you) Maryland Cookies' first ad in three years must look like a Cannes contender. But the cookie crumbles when Maryland's mediocre effort is held up to closer scrutiny...

The high concept is: "It's Toy Story... but with mugs and biscuits." Then just strip it of a narrative arc, any wit or coherence, make it look as dreary as humanly possible, and you have your ad. The disembodied hand is a nicely revolting touch, but the lack of logic in the script grates.

Comments

23 Jan 2013 - 12:22
christopherdowson

I've just had to watch it without sound (in a public place), but the expressions of the characters when being "dunked" made it appear vaguely sexual.

But also, on a practical note, who puts a whole packet of biscuits on to a plate for themselves and then leaves a full packet next to it?

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24 Jan 2013 - 14:16
marti12344's picture

A bit harsh. It's not outstanding, but it's not horrible either. Dead easy to slag off someone else's work isn't it?

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29 Jan 2013 - 12:10
martindunne's picture

@christopherdowson, i do the plate and packet thing, but thats because I am a greedy git! I eat the packet before I touch the plate, it makes me feel a little bit better about myself. I wish I had a cup that made sexy faces when i put my biscuit in it... I don't even get that response from a woman anymore!

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30 Jan 2013 - 15:05
jenny20926's picture

Its what I would all bland.

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