Peter York on Ads: How to drop the trousers and get hip

Crazy Frog

My new little business is going fantastically well. Community Coaches helps unordinary people to relate to ordinary ones through the medium of popular culture. It's not only politicians who have to sound human on TV, even though they haven't been further than the Cinnamon Club for years. It's people who lead in industry and commerce.

My new little business is going fantastically well. Community Coaches helps unordinary people to relate to ordinary ones through the medium of popular culture. It's not only politicians who have to sound human on TV, even though they haven't been further than the Cinnamon Club for years. It's people who lead in industry and commerce.

In they come from Woking and Maidenhead in the corporate Jaguar, constantly on the telephone, doing the numbers. When do they have the time to listen to BBC Radio London, talking to cabbies and plumbers about TV trivia and 90s music, the sort of references you can make to a room of middle-aged employees as you ask them for voluntary redundancies?

We were pioneers in Mockney for all (we've been working like made on nice young Mr Cameron and his friend Mr Osborne, the baronets' boys, taking the edge off slowly - nothing too sudden, too insincere).

For the past couple of months we've been doing workshops on Crazy Frog at the Anglo-French University of South Kensington as part of our Deconstructing the Language of New Media course. It's always good for a laugh if you're running a big meeting and a phone goes off.

The new Crazy Frog commercial from the people who bring you the Crazy Frog ringtones, Jamster, doubles as a wonderful New Age business case study too. How a 17-year-old Swede made a funny two-stroke sound, somebody else, also young and Swedish, added an animated frog drawn with a new software package and the whole thing took over the world, including that No 1 single which outsold Coldplay by a mile. Many of our clients, men in their late forties with teenagers in private education, thought they'd got the hang of the modern world with Coldplay. We use Crazy Frog, who doesn't wear any trousers so you can see his willy, to explain just how deeply out of touch they'd been.

Peter@sru.co.uk

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksAn introduction to the ground rules of British democracy
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

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Day In a Page

John Palmer: 'Goldfinger' of British crime was murdered, say police

Murder of the Brink’s-MAT mastermind

'Goldfinger' of British crime's life ended in a blaze of bullets, say police
Forget little green men - aliens will look like humans, says Cambridge University evolution expert

Forget little green men

Leading evolutionary biologist says aliens will look like humans
The Real Stories of Migrant Britain: An Algerian scientist adjusts to life working in a kebab shop

The Real Stories of Migrant Britain

An Algerian scientist struggles to adjust to her new life working in a Scottish kebab shop
Bodyworlds museum: Dr Gunther von Hagens has battled legal threats, Parkinson's disease, and the threat of bankruptcy

Dying dream of Doctor Death

Dr Gunther von Hagens has battled legal threats, Parkinson's disease, and the threat of bankruptcy
UK heatwave: Temperature reaches 39.8 degrees on Central Line - the sweatiest place in London

39.8 degrees recorded on Tube

There's hot (London) and too damn hot (the Underground). Simon Usborne braved the Central line to discover what its passengers suffer
Kitchens go hi-tech: From robot chefs to recipe-shopping apps, computerised cooking is coming

Computerised cooking is coming

From apps that automatically make shopping lists from your recipe books to smart ovens and robot chefs, Kevin Maney rounds up innovations to make your mouth water
Jessie Cave interview: The Harry Potter star has published a feminist collection of cartoons

Jessie Cave's feminist cartoons

The Harry Potter star tells Alice Jones how a one-night stand changed her life
Football Beyond Borders: Even the most distruptive pupils score at homework club

Education: Football Beyond Borders

Add football to an after-school homework club, and even the naughtiest boys can score
10 best barbecue books

Fire up the barbie: 10 best barbecue books

We've got Bibles to get you grilling and smoking like a true south American pro
Wimbledon 2015: Nick Bollettieri - Junk balls and chop and slice are only way 5ft 1in Kurumi Nara can live with Petra Kvitova’s power

Nick Bollettieri's Wimbledon Files

Junk balls and chop and slice are only way 5ft 1in Kurumi Nara can live with Petra Kvitova’s power
Ron Dennis exclusive: ‘This is one of the best McLaren teams ever – we are going to do it’

‘This is one of the best McLaren teams ever – we are going to do it’

Ron Dennis shrugs off a poor start to the season in an exclusive interview, and says the glory days will come back
Seifeddine Rezgui: What motivated a shy student to kill 38 holidaymakers in Tunisia?

Making of a killer

What motivated a shy student to kill 38 holidaymakers in Tunisia?
UK Heatwave: Temperatures on the tube are going to exceed the legal limit for transporting cattle

Just when you thought your commute couldn't get any worse...

Heatwave will see temperatures on the Tube exceed legal limit for transporting cattle
Exclusive - The Real Stories of Migrant Britain: Swapping Bucharest for London

The Real Stories of Migrant Britain

Meet the man who swapped Romania for the UK in a bid to provide for his family, only to discover that the home he left behind wasn't quite what it seemed
Cheaper energy on the way, but it's not all sunshine and rainbows

Cheaper energy on the way, but it's not all sunshine and rainbows

Solar power will help bring down electricity prices over the next five years, according to a new report. But it’s cheap imports of ‘dirty power’ that will lower them the most