John Lewis ads have, in recent years, become something of an art form. Layered with emotive imagery of wholesome living they are an art director’s dream and a way to explore techniques that will prepare them for that Julia Roberts film they’ve been planning.

Yet walking the tightrope of social and political viewpoints to pinpoint a common vision of Dickensian Christmasses and a gentle humour isn’t all that easy as they have discovered. Their most recent ad, featuring various unusual objects being wrapped, received complaints because one of those objects was a dog. Hardly acerbic satire and certainly not portrayed in a sinister League of Gentlemen manner – although wouldn’t that make for an eye-catching and headline grabbing advertisement? In a nation of dog-lovers, however, it was clearly the wrong subject for a company that never wishes to offend.

It speaks volumes about many things: about consumer power, precarious corporations and recession and even what it means to be British.

But most of all it speaks volumes about advertising messages, specifically about the fact that when your message is feel good rather than pay less or see more, you’d better please some of the people all of the time.

©2012 HEAD BLOG. All Rights Reserved.

Recently I read a quote about Postman Pat.

That’s right. Postman Pat.

Get to 40 and that’s how life pans out.

The quote referred to the updated version of the show, specifically how the more frenetic visuals and the inclusion of a helicopter were more suitable for “today’s generation of children”.

Then I read this from a review of Sonic The Hedgehog 4 “keep this from being a simple reconstruction of early 90s gaming”.

And something connected. Something about the assumption that each new generation needs bigger, faster or “better” forms of entertainment to keep them amused.

It seems to me there is some kind of disconnect going on here.

On the one hand we hear this sort of thing and see products moving at a completely different pace than they did when, say, I were a boy.

Then on the other hand we hear parents and grandparents saying how their kids were happiest playing with cardboard boxes.

You’ve probably heard that before.

I’ve also spent a bit of time discussing J K Rowling’s Harry Potter books. The conversation was spun around a similar theme – namely how the writer had to balance the needs of new readers with those of the initial fans. How, in other words, do you write a series over ten years and maintain your readership AND pitch it to a young audience who won’t be sticking around and growing up with you over ten years but able to access the final book as quickly as they want.

That’s an interesting target market.

I respect Rowling’s ability to do that.

We see similar process going on within video games where reviews are harsh for games on the grounds that they are “middle of the road”. Whilst there is no denying that some games (and books, and films, and music) are substandard, it does beg the question of where we draw the line.

Is it possible, for example, to create a product that is solid and enjoyable without it offering a challenge to more experienced consumers? Or do our children really have expectations above the level we once did as children?

In another review (of Megamind) the reviewer observed it would have been a much better film if the writers had included more humour for adults so that they are kept entertained as well as their kids. As though it wasn’t enough just to make a fun film for kids anymore without having the “adult” nods in there.

It’s a crazy, confusing state of affairs in which the “market” seems to have created rules separate to the needs of the actual audience. The perception seems to be that because older, more opinionated people feel that Postman Pat should be faster paced and include multiple murders* then that is the truth.

The same goes for every other form of media and none of it, as far as I can see, is backed up by any real research. At best it becomes a self-fulfilling prophecy like getting someone addicted to crack and then saying they need crack to make their lives complete.

Sometimes you have to accept that it’s not your audience that is changing, it’s you. So, before deciding that your audience demands something bigger or faster, take time to ask the people who matter – them.

*This does not happen in any version of Postman Pat that I’ve seen.

©2012 HEAD BLOG. All Rights Reserved.

It's what's on the inside that counts.

The results of a two month research programme, during which life, limb and tooth were sacrificed for the greater good, are finally in. 25 varieties tasted and tested and a whole lot of debate, argument and violence went into the final decision.

There were rules. Of a sort. We had to test the pie, not drown it in a sea of cream, custard or whisky. It had to be served cold, on its own – not wrapped up in anything fancy or placed in the mouth by a beautiful man or woman. These pies, in other words, had to be good on their own. Everyone had their own criteria (and that’s something we’ll work on for next year) so for some it was a matter of whether they could taste the booze (thanks Jeni) or whether they gave good recourse to the Rennie pills (thanks Dave). Some wanted a specific sensation for the pastry whilst others just wanted a good all-rounder.

Strangely enough, I was the only person to taste 99% of the pies. But my opinion didn’t carry any more weight.

Although in the end, I did.

Enough of pre-snack speech. On with the results. In reverse order:

20. JOINT Cake Collection (Netto) & Cake Collection Iced (Netto)
19. CO-OP
18. Marks and Spencer Luxury All Butter
17. Aldi Specially Selected
16. Marks and Spencer Lattice
15. Sainsburys
14. Mr. Kipling
13. JOINT Walkers Glenfiddich & Tesco Deep Filled
12. Aldi Holly Lane
11. Mayall / Birds Rustic Mince coins
10. Booths All Butter
9. Marks and Spencer Deep Filled
8. JOINT CO-OP Luxury & Sainsburys Taste the Difference
7. Marks and Spencer Connoisseur
6. Booths Minis
5. Costco
4. Asda All Butter
3. Greggs
2. Tesco finest
1. Buckley’s Uppermill (Carl’s local bakery)

And there you have it. Very pleased that a local baker won out. Very sorry to see my own baking attempt slide off the bottom scale.

Until next year

©2012 HEAD BLOG. All Rights Reserved.