Advertising agencies are never slow to exploit news stories tactically. President Bill Clinton’s dalliance with Monica Lewinsky provided cigar manufacturers and dry-cleaners with ample material. Now Jeffrey Archer has presented creatives with a new target.
McCann-Erickson copywriter Martyn Smith, art director Ashley Jouhar and creative director Luke White were quick off the mark last week with an execution for Elida FabergÃ©’s Vaseline Intensive Care. The strapline reads: “Sorry Jeffrey, not even we can save your skin this time.”
The Archer affair, no pun intended, surely gives advertisers plenty of scope for news-responsive ads. Could the Bank of England, Railtrack, stationers which sell brown envelopes, the Marriage Guidance Council and restaurant owners all over London be considering a similar tactic?