New Caledonian MacBrayne ad sets sail
The latest TV campaign for ferry operator Caledonian MacBrayne which aims to attract visitors to the islands of the West Coast of Scotland, has been created by The Bridge.
The 30 second commercial will run on STV and Channel 4 for the next three weeks before returning for a further two week run later this year.
Outdoor and online material will support the campaign.
Media buying and planning has been handled by Feather Brooksbank, while MTP was the production company.
Susan Paterson, marketing manager for Caledonian, said: “We have secured a strong schedule for the adverts and are therefore confident that it will encourage people to sail with us and visit places that might not have otherwise featured in their travel plans.”
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All these years I've been an advertising creative I had no idea that it was a strong media schedule that encouraged people to "visit places that might not have otherwise featured in their travel plans." Mind you something has to because this spot will hardly register.
I LOVE this ad.
This experience does not, in any way, resemble any Caledonian McBrayne ferry service/experience I have ever encountered. These ads are just getting worse and worse.
How can you say that?!
Beautiful scenery.. a great big boat.. loads of interesting happy people...
And that tag line "McBrayne Wave" - pure genius.
Has anyone else spotted the creative idea? After 7 viewings I have just noticed that the people on the boat 'see themselves' on the shore/ramparts/pub.
It may be too much wine, or it may be that it's a tad subtle.
This can't be the ad that had 120k plus budget...If so the client and agency want shot as this is public money!
OK, nice shots but not £120k plus!!..not with the way budgets are at the moment.
Who's to blame here for this very poor and uninspiring work?
The client? Agency? The procurement process? Personally I reckon it's time this brand was brought to justice for wasting a unique opportunity – not to mention hundreds of thousands of the tax-payers money. I'd be stunned if the ROI for this TV is any good.
Didn't take me 7 views to work out the people see 'themselves', but – to me – it feels as if they're sailing past/away from kind of alternate life, and the fact the last bloke looks so bloody melancholy and regretful as he sails away makes the whole ad very depressing.
I kept expecting the next cut to be Limmy pointing at himself.
Got to remember guys there are only certain people get to work with this brand think about it!! Hence the constant mediocrity and non joined up on – offline marketing!! if you are not in the know you wont be working on this brand!
"if you are not in the know you wont be working on this brand!"
What on earth does that mean?
Just thinking that myself 12.44...can you expand on this Anon 12.12?
Perhaps he's insinuating it's a closed shop. Though it's hard to tell as the whole post is incomprehensible.
But let's not have anyone deflect attention from the job at hand – criticising this idea...
not even a wee deflection??
I'm growing tired of haggis.....just one pack to go !!
The £120k for production is wrong...
According to Sue Paterson from said ferry co on a previous post ..."your comments about Caledonian MacBrayne's budget of £400K are inaccurate. In reality, this amount represents our above the line creative and production costs " (for 2 ads)
So then,.. 2 versions of the ad cost £200k each!!!??? this CANNOT be right...or can it??
If so, some serious questions should be asked of agency and production company!
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