The Ad Bin is filling up nicely...

Leo Burnett, how could you? I saw the latest ad in this diabolical campaign last night and was not only perplexed as to how they can keep making these strategically, but I was also incredibly offended.

I may be putting myself in a risky place here, but I really think this newest ad is elitist and it bothers me. I would put serious money on me having been turned away from a job or two in this industry because people cannot reconcile my polished CV with my strong Northern accent. I may be wrong. This ad may just be horses to some, but not to me.

The latest ad goes along the lines of these two horses, one being incredibly posh, the other being a Geordie (yes, this is where it gets personal), the posh horse seems to lecture the Geordie on the benefits and worth of Nutrigrain Elevenses under the guise that they are BOTH thoroughbreds, so its not like there's any class tensions. Then they show their arses or something, clarifying this sentiment.

Ok, so its not just this that bothers me. Despite being tedious, tenuous and not showcasing any sort of equality, I find the strategy ludicrous. Nutrigrain to many a consumer are a breakfast brand. They are confined to the hours of 7 and 10 in the morning. With the eponymous 'Elevenses', they are breaching their territory and face a raft of even more severe competition from the traditional cake, biscuit and scone market. It is laughable that they think they can brand a new eating occasion for the Nutrigrain umbrella with this bloody daft cake!

So how do the horses fit in? Part of my hatred for this campaign is that it features one of my pet hates (no pun intended), animals dressed/behaving like humans (and vice versa). I find it dead creepy. And when they're enjoying human food, is that really a good thing? Anyway, I think the point of it is to position Nutrigrain as a premium elevenses choice by branding the eating occasion and appealing to the exclusivity of horse culture.

But the Geordie horse? They were taking the piss there, surely. Being a Geordie myself (technically I am a Mackem, but I am not fussed so lets not get into it here) I just don't see the funny side.

Sigh. Best not waste all my juice on the Ad Bin today. I'll no doubt have another installment tomorrow...