The worst TV ad this week
Posted on Friday, February 23rd, 2007 at 9:46pm. #
Three trendy-looking girls in their late 20s are sitting around a table in a busy café. Sun is streaming through the window. Primary colours are everywhere.
A fourth girl, their friend, with slightly unkempt ginger hair, walks up to the table, looking a little distressed.
Girl 1: Woo, what’s up? Bad hair day? (reaches for Girl 4′s hair)
Girl 4 pushes her hand away.
Girl 4: No…
Girl 2 and 3 look on, amused.
Girl 4: (lowers her voice) Look, when I went to the loo… bowel stuff. It was hard and really uncomfortable again.
Girl 1: We all get that from time to time! (Reaches for her handbag) You need…
Girl 4:…a new handbag?
Girl 1: Smarter than that! DulcoEase!
Girl 1 puts a new, unopened packet of DulcoEase on the table, where the camera lingers.
Voiceover: New DulcoEase softens and hydrates stools over a couple of days to make going to the loo softer and more comfortable again.
Girl 2 and 3 have heard the entire conversation.
Girl 2: (to the group) I used to have a big pain in my life.
Girl 3: Until she ditched him!
All four girls laugh. Camera shows pack of DulcoEase.
Voiceover: For a softer and more comfortable way to go to the loo. DulcoEase. Pass it on.
Caption throughout all the ad:
To soften hard stools for a comfortable way to go to the loo.
Contains docusate sodium. Always read the label.
In my copywriting days, if I’d written something as supremely, if you’ll pardon the pun, shit, as this, I’d have been sacked. Instantly. On the spot. How do people keep their jobs writing this crap?
