Adwatch: Picture Loans - 'Busy family'

Instant-loan ads have moved on since the talking-head days of Carol Vorderman and the Ocean Finance families' tragic testimonials. Now narrative has entered the genre with the latest offering from Picture's direct-loan service.

We open on a slightly deranged but average-looking bloke in a decidedly un-average kitchen (big enough to fit a film crew in), talking on the phone to 'Mike', his new best mate from Picture, about the weather while juggling a football on his head (as you do). He is being filmed by his missus on a camcorder, oh, and the theme music from 80s art show Take Hart is playing in the background. So far, so surreal, as what else do middle-class suburban couples get up to with camcorders in the privacy of their own homes, but film each other taking out substantial loans against their mortgages?

And what a loan this fellow is taking out. It is only £25,000, but he will actually pay back £43,358 over 180 months, That is 'only' £18,000 interest. 'Brilliant!' he exclaims, and camcorder woman gives him the thumb-up.

He must have negotiated his previous deal with Mad Frankie Fraser if he thinks that is 'brilliant!' - no matter, as he still has time to patronise camcorder woman by telling Picture that it's a good thing 'there's no need for paperwork' as it gives her 'one less thing to do'.

Watching TV will also be one less thing for her to do in a few years' time, when the bailiffs kick in the front door and nick the telly when he can't keep up with repayments. I guess the premise of this commercial is to show how simple it is to take out a loan with Picture, and on that level it certainly succeeds. If this sexist idiot can manage it, anyone can.

What paints a far more worrying picture is that the Citizens Advice Bureau has reported a 15% rise in debt problems over the past year. That is 5650 cases a day. Of the 13m people who consolidated their debt with loans, 8.5m continued to borrow and get into further debt through other finance deals ... hardly 'brilliant!' by anyone's standards.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage