Good Ad Bad Ad

Looking at life and hangovers from a tequila worm's view is a sparkling idea, thinks

Jeremy Pemberton, executive creative director at DMB&B. An airline ad focusing on navigation skills makes him want to bale out.

Alka-seltzer xs

Abbot Mead Vickers BBDO

This opens with a shot of a bottle of tequila, and on the bottom you see a hung-over worm. Gazing out glumly, he spots a glass of water, in which two Alka-Seltzer XS tablets are bubbling. He climbs out of the bottle and dives into the fizzy water. He swims around, invigorated, and the voice-over says: "New Alka-Seltzer XS. When you've had one too many."

Last year's ad featured two guys on a lifeboat. In the last shot, one of them has gone. The voice-over says: "Alka-Seltzer. When you've eaten something you shouldn't have." That was a hard act to follow but this new spot still stands out - it's simple and funny in what is a very frenetic environment. And it's absolutely about the product and product benefits.

I must say I think the worm looks more like a caterpillar, but they've obviously worked hard on the animation. His big eyes, and the smile he has when he's dived into the Alka-Seltzer, make it very charming and endearing. I loved him, and I loved the ad.

american airlines

DDB Needham Dallas

This features an animated eagle, ridden by a businessman. It's flying over the sea, and then it arrives over what looks like a vast green maze, which turns out to be a country made of topiary skyscrapers, representing the USA. The voice-over says: "It's easier to fly your way to the United States when you fly with someone who knows the territory."

They're stressing that American Airlines is American, which is a strange piece of positioning, because the suggestion is that other airlines can't fly their way around the USA.

And you've got this surreal image of this little guy perched up on top of the eagle, which looks like a 1960s magazine illustration come to life; it's quite dated.

I just can't work out what that has got to do with business travel and winning customers. Why would you want to travel by American Airlines? The only reason, according to this ad, seems to be that they know where they're going, and it's a bizarre idea that nobody quite knows how to get to certain bits of America unless they're American Airlines.

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
News
people Ex-wife of John Lennon has died at her home in Spain
News
Nick Clegg on the campaign trail in Glasgow on Wednesday; he says education is his top priority
peopleNick Clegg remains optimistic despite dismal Lib Dem poll ratings
Life and Style
2 Karl Lagerfeld and Choupette
fashion
Arts and Entertainment
Buttoned up: Ryan Reynolds with Helen Mirren in ‘Woman in Gold’
filmFor every box-office smash in his Hollywood career, there's always been a misconceived let-down. Now he says it's time for a reboot
News
people
News
Actress Julianne Moore wins the Best Actress in a Leading Role Award for 'Still Alice' during the 87th Annual Academy Awards in Hollywood, California
people
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

SThree: Trainee Recruitment Consultant - Dublin (based in London)

£20000 - £25000 per annum + commission: SThree: Real Staffing's Pharmaceutical...

Ashdown Group: Web Developer - London - £40K plus benefits - Salary negotiable

£38000 - £40000 per annum + Excellent benefits: Ashdown Group: A leading consu...

Sheridan Maine: Accounts Assistant

£12 - £15 Hourly Rate: Sheridan Maine: Are you an experienced Accounts Assista...

Sheridan Maine: Accounts Payable Clerk

£21,000 - £24,000 Annual: Sheridan Maine: Are you looking for a new opportunit...

Day In a Page

War with Isis: Iraq declares victory in the battle for Tikrit - but militants make make ominous advances in neighbouring Syria's capital

War with Isis

Iraq declares victory in the battle for Tikrit - but militants make make ominous advances in neighbouring Syria
Scientists develop mechanical spring-loaded leg brace to improve walking

A spring in your step?

Scientists develop mechanical leg brace to help take a load off
Peter Ackroyd on Alfred Hitchcock: How London shaped the director's art and obsessions

Peter Ackroyd on Alfred Hitchcock

Ackroyd has devoted his literary career to chronicling the capital and its characters. He tells John Walsh why he chose the master of suspense as his latest subject
Ryan Reynolds interview: The actor is branching out with Nazi art-theft drama Woman in Gold

Ryan Reynolds branches out in Woman in Gold

For every box-office smash in Ryan Reynolds' Hollywood career, there's always been a misconceived let-down. It's time for a rethink and a reboot, the actor tells James Mottram
Why Robin Williams safeguarded himself against a morbid trend in advertising

Stars safeguard against morbid advertising

As film-makers and advertisers make increasing posthumous use of celebrities' images, some stars are finding new ways of ensuring that they rest in peace
The UK horticulture industry is facing a skills crisis - but Great Dixter aims to change all that

UK horticulture industry facing skills crisis

Great Dixter manor house in East Sussex is encouraging people to work in the industry by offering three scholarships a year to students, as well as generous placements
Hack Circus aims to turn the rule-abiding approach of TED talks on its head

Hack Circus: Technology, art and learning

Hack Circus aims to turn the rule-abiding approach of TED talks on its head. Rhodri Marsden meets mistress of ceremonies Leila Johnston
Sevenoaks is split over much-delayed decision on controversial grammar school annexe

Sevenoaks split over grammar school annexe

If Weald of Kent Grammar School is given the go-ahead for an annexe in leafy Sevenoaks, it will be the first selective state school to open in 50 years
10 best compact cameras

A look through the lens: 10 best compact cameras

If your smartphone won’t quite cut it, it’s time to invest in a new portable gadget
Paul Scholes column: Ross Barkley played well against Italy but he must build on that. His time to step up and seize that England No 10 shirt is now

Paul Scholes column

Ross Barkley played well against Italy but he must build on that. His time to step up and seize that England No 10 shirt is now
Why Michael Carrick is still proving an enigma for England

Why Carrick is still proving an enigma for England

Manchester United's talented midfielder has played international football for almost 14 years yet, frustratingly, has won only 32 caps, says Sam Wallace
Tracey Neville: The netball coach who is just as busy as her brothers, Gary and Phil

Tracey Neville is just as busy as her brothers, Gary and Phil

The former player on how she is finding time to coach both Manchester Thunder in the Superleague and England in this year's World Cup
General Election 2015: The masterminds behind the scenes

The masterminds behind the election

How do you get your party leader to embrace a message and then stick to it? By employing these people
Machine Gun America: The amusement park where teenagers go to shoot a huge range of automatic weapons

Machine Gun America

The amusement park where teenagers go to shoot a huge range of automatic weapons
The ethics of pet food: Why are we are so selective in how we show animals our love?

The ethics of pet food

Why are we are so selective in how we show animals our love?