So, rather than Dylan advising us to 'Keep a clean nose/watch the plain clothes', Gary from Creme Brulee wails 'The latest design for 699' and 'only 450 - that's nifty'. On screen, a centre-parted John Inverdale tribute act holds up boards with random messages on, such as 'DFS' - obviously, 'Save' - obviously, and 'First Year Pay Nothing' - obviously. In the background, his friends show their teeth and lark about aimlessly.
To criticise this is like drowning kittens, and the media pond is already badly clogged. Everything about it is as poor as it sounds - meow, splash! - sorry, but it is. It shreds every single page of the communication 'rule book'. Not, of course, in any spirit of radicalism, but because the people responsible are more likely to have read Proust's collected essays than said rule book. Yet, there it sits proudly at the top of what is very much a necessary effectiveness measure, thumbing its nose at its slightly more subtle competitors.
Singing songs - and dancing - are forever popular as ways of getting mind-numbing briefs across, and I suppose this execution conveys that it's an ad for DFS and some kind of sale. But how many of the other seven trillion and nine bits of information would the public play back - especially as Gary's 'singing' makes even mumbly old Bob D sound like Dame Kiri Te Kanawa?
Perhaps the strategy is simply to carpet-bomb us with as much detail as possible in the hope that we clutch hold of something, anything. I remember a nice Labrador, bad singing, cheap sofas, tribute act's awful T-shirt under shirt combo. But, as Dylan said in words that, if they were honest, would be on every agency's - and client's - letterhead: 'Ring bell, hard t' tell/If anything is goin' to sell'.