AdTurds Bad Adverts – Badverts

30Nov/090

“You Were Miles Offside” – Totti V Heskey Advert

totti fiat car advert

As it goes this ad, which played during the 2002 World Cup, isn't that bad. Francesco Totti finds himself playing footie, alone, in his back garden – rounding imaginary opponents before slotting the ball into what appears to be a child's goal - as is his wont.

Depending on where in Europe you lived at the time Totti in his live commentary references Christian Vieri or Michael Ballack on his way to scoring: "Totti beats Ballack; nutmegs Vieri" and so on. This becomes important later. What will also become apparent is who Il Capitano tackles in the UK version.

His imaginary game of solo footie over, Totti leaps into his Fiat Stilo – an appalling car – and zooms off down the road, just like every multi-millionaire footballer. Stopping at some lights, Totti notices a message on the Stilo's multimedia screen. Why, it's Vieri (or Ballack) taunting Totti by revealing that he was offside (or warning him not to count his chickens in the German version) all along in his fictitious soccer match. All of which is quite smart and fairly well-executed, if you ignore the obvious absurdities inherent in it.

totti heskey fiat advert

What tipped this over the edge was the UK version. Who had Fiat signed up for this amusing battle of Europe? David Beckham perhaps? Or Michael Owen? Moving down the food chain a little, but still a name, perhaps it was Big David Seaman? Nope. Not even close. Not even Paul Scholes. The man lined up by Fiat to represent Engand in this ad – against Totti, Vieri and Ballack – was Emile Heskey.

Now, the much-maligned Heskey has his strengths in my book. His unselfish style, physical attributes and hold-up play to name three. But did Totti even know who Emile Heskey was? Is it that likely that the two would swap matey footballing banter via text message? Is that why Heskey felt the need to sign off with a cheery 'Emile Heskey'. More to the point, how did Heskey know about this impromptu game that Totti was enjoying in his own back garden? There are more questions than answers, as anyone who watched A Question of Sport in the early 1990s will know.

Perhaps the biggest question of all is whether, even years later, Totti has ever heard of Emile Heskey.

Sadly history does not record the Heskey version. I couldn't find it anywhere. Maybe Heksey has a copy.

17Feb/090

Fiat: Great Concept, Shit Advert

Wouldn't it be great to replicate a three-minute video screen on a computer with real people, a few bits of paper and a trampoline? The people would bounce up and down with cards on their heads; others would paint in a gradual progress bar across the bottom; tickertape would cascade down from the ceiling, replicating SFX. It will look amazing, but it's all done in one take without one single special effect. It's a great idea, difficult to pull off, but all the more impressive for it.

In the same way that Honda's Cog would have been utterly pointless if there had been the slightest hint of cheating, any advert employing the trampoline technique using even a squidge of CGI would be a waste of everyone's time. The technique was originally used by Roel Wouters in a a series of videos for an installation. Inevitably it was picked up by an ad wonk and reused to shill something. In this case it was the Fiat Grande Punto – a nifty little car that looks like a Maserati, if you work for Fiat's marketing department – under the slogan 'Engineered to Entertain'. You can probably guess what comes next.

The Fiat ad remains remarkably faithful to the original, until about 30 seconds when a Punto is dropped onto the trampoline. But Fiat actually went to the trouble of dropping a car on the trampoline, which is pretty impressive. So everyone's happy then? Well, not, because the car then proceeds to perform several more bounces, a triple salchow and a back-flip in a big jizz of CGI.

It's utterly stupid, pointless, mystifying and enraging and renders everything that's gone on previously a complete waste of time, all the while thumbing its nose at the original ad. If you're actually going to drop a car on a trampoline why not make that the centrepiece? Were the creatives behind this stupid, or simply not bothered? It's hard to tell, but instead of being quite cool, this advert is simply shit.

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