So we have a reasonable place to start. What we need to get across is that people who work at Comet are experts in their field, who will talk to you in a friendly way about your requirements in layman's terms. So far, so good.
Metaphors in advertising are extremely common. In this case, Comet has associated its training methods with black-cab drivers' 'Knowledge'. An animated character travels through town on a scooter doing the 'Comet Knowledge', ticks the three boxes on his training document and gets a 'passed' stamp from the instructor.
But this analogy doesn't work for me. When I used to live in deepest East London, not only would black cabs usually refuse to let me on board, but when they did, they didn't have a clue where they were going. 'Not my patch mate,' they would say. Now that I live in sunny North London, it seems to be their 'patch'.
So, is Comet saying that if you're lucky enough to be let in the door, the trained salesperson will only have an extensive knowledge of products in one area of the shop?
As for the animation itself, I quite like it, but I've seen its type many times before. Years ago, for many clients, animation was considered quite a brave approach. At the moment, every other ad is animated, so you don't get much stand-out.
However, this is the first Comet ad that I've ever noticed, so it has worked on me. It has depth. I've never been to a Comet store and I don't know what they sell. But after watching the ad four times, I noticed that all the buildings the scooterman passes are actually blenders, computers, ovens, vacuum cleaners and the like. Good for repeat viewing, I guess. On first viewing I only noticed giant TVs and toasters.
Does Comet even sell toasters?