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COMMERCIAL CRITIQUE
Trends, techniques, new styles in radio tv commercials are evaluated by industry leaders
YOU CANT BULLDOZE JOHN BULL
By GEORGE WORLEDGE
When we in Great Britain think ol television commercials in the I nited States, we are inclined to conjure an image of hold statements, hard-hitting commercials and larger than life visuals sup
shows; ii is the difference in a way ol life.
The British television viewer does not allow the advertiser to throw his client's product into the living-room. He prefers to he persuaded, not bulldozed. I he American viewer would probably feel
Pemberton spots soft-pedal sales message
Award winning spot for Scott's Porage Oats and this beer spot, shot in an old
English pub, both reflect an atmosphere of warmth, friendship and good cheer
ported by fabulous music tracks. Each facet of the commercial laced with superb showmanship, the whole a sales message with punch. B) comparison, the British television commercial is painted on not so broad a canvas and although the techniques employed are of an equally high standard, the advertising is to a degree, more reserved. The difference between the two is more than the difference between sponsored and non-sponsored
that no one was really trying hard enough to sell him anything if suddenly his home screen was to be filled with British commercials.
Naturally, both sides have their hard and soft sell techniques. Also some television commercials can be of international appeal although not designed to be so. We are proud to have won a "Best in World" award in the 30 seconds live action category of the Hollywood f.B.A. Festival in California.
This award was made in Hollywood in 1961. The commercial was for Scott's Porage Oats. Its aim, happily fulfilled, was to sell more product in the United Kingdom.
Since the advent of commercial television in Great Britain, we have looked to the United States for a good deal of "know-how." We have learned how best to use the medium. We have studied creative approaches, how best to use music to help the sales message, film techniques and every aspect of commercial television. Now we feel that having learned our trade, we are ready to offer our thoughts to the United States.
A greater exchange of thought can only improve the already high standard of television advertising that exists today, both in the United States and in Great Britain. Tv technique is international. Selling psychology is not. However much we can learn from each other, let us remember this basic truth. Only by employing experienced nationals in each market of the world can we harness technical advances to do the job that really matters. — SELL.
GEORGE WORLEDGE
Chairman of Alfred Pemberton, Ltd., London, he is a President's Medallist of the Institute of Practitioners in Advertising and winner of the F. E. Cooke Cup in 1953. A past president of the Advertising Creative Circle and past chairman of the Regent Advertising Club, he is currently serving on the I. P. A. Council.
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SPONSOR/3 June 1963