It might be because I’m more of a Springsteen kind of guy, or because I’ve never really enjoyed Tyger Tyger to any extent whatsoever, but I’ve never been well-disposed toward 5FM. Maybe I’m old before my time, but I’d choose Born to Run over the latest Calvin Harris every single day of every single week.
Having said that, I suppose somebody has to do their ad reviews. A thankless task, which in many ways makes me perfect for the job because the only thanks I would ever accept from 5FM would have to be attached to a letter of apology for all the Chris Brown they’ve inflicted on South Africa. And I don’t think that’s going to happen soon. Nevertheless, I will as impartial as I can. (I can’t commit to complete impartiality – there is no accounting for the sub-conscious)
Let’s get to the ad shall we?
Admitting this publicly is a lot easier than what I thought it might – I quite like 5FM’s new campaign. It’s clever, very clever.
As far as TV ads go it is not the most majestic visually, but it communicates beautifully. It speaks to the audience, it engages them. It doesn’t sell itself first and ask questions later. No, if this ad does sell itself, which it does, it is as a by-product of its desire to converse with its audience. And I for one think that that’s the noblest of advertising pursuits, and certainly the most meaningful.
The concept is simple – you can’t dance without music. And as we all know, people want to dance. They want to shake, they want to move, they want to gyrate and jiggle. It’s a joyful thing, dancing, and beautiful when done properly (something I have never been able to manage). Nice insight into your target audience. Scratch that, nice human insight. It’s not an epic, insane, zany, out of this world concept. But it is charming, it really is. And it brought me a lot of pleasure.
So well done 5FM. And although I’m sure that most of the credit for this advertisement belongs to the good folks at King James, I’m going to say screw it and give you a nice one! for this.
Now 5FM, I charge you: go forth into the night and proliferate some Kanye West infused monstrosity. Just leave me in peace, I’ve got some Bob Dylan to listen to.
Tyler Lambert is a second year copywriting student at Red & Yellow School.
The ad was conceptualised by advertising agency King James II and directed by renowned director Terence Neale.
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