It’s been a while since I dived into the murky depths of terrible adverts but recently there has been one offending the nation for the past couple of weeks that is so awful, so painfully irritating, that it had to be publicly shamed in the hope that those in advertising will hear the public outcry and realise the error of their ways.
The advert of course is the McCain five-minute jacket potato advert and to avoid any long-winded tangential rambling, the heinous concept of a five minute spud will not be addressed. Instead we’ll focus on the miserable excuse for an advert that was chosen to try and force the microtato (proud of that one) on the poor, unwitting public.
For some unknown reason, the powers that be decided to use the ‘primary school rhyming’ method to sell their product: A method so terrible and overused that it has already been featured on The Pop Cult Assault for its crimes against the audience, but continues to be adopted by advertising companies on an almost daily basis. Undeterred by this, McCain plough on and present to us another dollop of dumbed down poetry, complete with pretty colours and little anthropomorphic animal characters to create that loving, homely feel. Not content with this most basic of rhyming schemes, McCain lower the standard yet again like a poorly educated game of language limbo and do away with sentences altogether, and leave us for a section of the advert with just a strange gathering of vaguely synonymous words. It’s as if the writers of this atrocity gave up and just copied out thesaurus passages to fill in the gaps.
In case you are unaware at just how bad this little verse is, or if your ears have done you a favour and simply refused to allow such drivel into your brain, here it is in writing:
Meet the jacket, say hello,
Take a seat and watch him go.
I thought you’d need an hour at least,
You fluffy, tasty, super feast.
But no, in just five minutes time,
Before I’d even found a rhyme,
For done or quick or brisk or wow,
Or yum yum yum or holy cow.
A tick had tocked and on the plate,
An hour’s worth of something great.
The oven-bakey, tasty jacket,
And out it comes of this nice packet.
It’s hard to know where to go next with this; do we acknowledge that we’re being asked to greet a cooked potato, or simply dive straight in to the almost football pundit-esque quality of jumbling up tenses like a grammatical tombola? How about that pre-existent words were deemed unsuitable for these sinful stanzas and that new lexis had to be invented in order to convey the true power of the writing. Nothing can evoke the same semantics as oven-bakey now, can it? I mean, why leave the coining of new phrases to Shakespeare or Joyce, what makes them so special?
To add insult to injury, as with previous McCain adverts, the bastardisation of poetry is set to ‘Oh Happy Day’, the anthemic gospel song which practically defines a section of Christianity, and now a backing track for an abomination in the field of literature and spoken word.
So there you have it; an advert once again adopting a terrible poetry style and failing, this time, in biblical proportions.