Jools Holland gets into the jazz groove
No 129: JAZZ GREATS
In the manner of part-work advertising, Jazz Greats states its purpose and propositions pretty straightforwardly, with obvious imagery and an "out now" orientation. With a part-work, you have to get them into WH Smith to buy issue 1 tomorrow or the whole initiative's dead in the water.
So we start in Props Corner, with an old Forties radio and dark trellis wallpaper, while Louis Armstrong gives us "Jeepers Creepers", and then move rapidly into the new world of stacked mini hi-fi, minimal sub-Tizio desk-lamps and so forth.
The presenter settles back in his classic Herman Miller chair. "Once everyone listened to jazz ... A listening guide to help you really understand the music ... brings you the unforgettable performers." All this is the Golden Chestnuts of part-work copywriting. The visuals in Jazz Greats are in the same mode. You see the featured players, you see some swift, cheap, rostrum camerawork showing the magazine, and you see the pack shot for easy recognition in-shop.
What lifts the commercial is its presenter - Jools Holland is the man you'd trust to take thirtysomethings from pop through to jazz. He's got his pop credentials and his jazz ones. We know he's a modern eclectic, not an old jazzer. If he says Billie Holiday is one of his favourites, we'll accept it utterly. And if he has to read some stilted lines to camera we'll accept that too, because with his voice they sound amusing, even credible, since we know Jools favours the Mock Formal mode. This is a classic example of a commercial where choosing the right celebrity really is worth it.
Potter's attempt to create an Essex Taj Mahal was a lovely treattv
Arts & Ents blogs
- 1 Games of Thrones actor Lena Headey makes emotional promise to her unborn daughter
- 2 Isis burns woman alive for refusing to engage in 'extreme' sex act, UN says
- 3 Puerto Rico, island of lost dreams: People are leaving the debt-hit territory in droves as near neighbour Cuba's star rises
- 4 Female Muay Thai champion hustles coaches to give them a beating
- 5 16-year-old girl beaten and burned alive by lynch mob in Rio Bravo, Guatemala
Eurovision 2015: Graham Norton returns with another cutting commentary - his best lines
Eurovision 2015: The best moments from Australia's random entry to Lithuania's gay kiss
Clarkson, Hammond and May Live: Top Gear trio returns with a blend of fireworks, AC/DC and 'automotive pornography'
Eurovision 2015 winner: Sweden beats Russia and Italy to take the title from Conchita Wurst
Eurovision 2015: Estonia seemingly enters Louis Tomlinson from One Direction
As a white man, I'm surprised more women aren't tweeting the hashtag #KillAllWhiteMen
Scotland may have to leave the EU even if it votes to stay in, David Cameron confirms
Report finds that Britain's wages are the most unequal in Europe
The day that Britain resigned as a global power
Almost a third of school pupils believe 'Muslims are taking over our country', study claims
SNP fury as HS2 finds 'no business case' for taking fast train service to Scotland