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Around the time you'll be reading this, there will be the celebrating (or commiserating) which traditionally accompanies the Best of Health Awards.

The Idrolax ad, like all the Idrolax ads which have gone before, I love. I know there is no competitive positioning. I know there is no obvious statement of `for whom' and `in what circumstances' and I can't guess the `brand essence', but the lack of formulae is the very thing that makes it refreshing.

We all share in the sense of `naffness', but that adds to the effect. The idea that this icon of kitsch has been equally moved is a charming encapsulation of the message. I know ads like Symbicort tick all the boxes, but here's hoping that campaigns of the future are those, in the words of Fybogel, which encourage you to `expect the unexpected'.

2nd September 2008

PME Digital Edition

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