Walking through town to my office yesterday morning, I came across an advert on the side of a bus stop that left me feeling a little baffled.
Here it is:
Now first up, before I start ranting, I want to make it clear that:
- I think it’s a very sweet and lovely photo
- I love Cadbury in any form, buttons or otherwise
Right, now that’s clear…
What the actual f**k?
I don’t know about you, but having a small child clamber on me, whilst trying to poke me in the eye with my own glasses, is one of my least favourite things. It is definitely NOT one of those moments where I think ‘Ahhh! This is what having kids is all about! This is better than Cadbury buttons!’ I think back to Belle when she was younger – I would have been more likely thinking ‘Argh! When will I ever be allowed my own personal space? Why can this idiot child not even understand how to put on glasses?!’
I can only assume that the planning for this advertising campaign went something like this:
SCENE: Six 21 year olds sit around a glass table, sipping skinny lattes
1ST 21 YEAR OLD: Guys, we should totally capture the joy of parenting, and give people a warm fuzzy feeling.
2ND 21 YEAR OLD (looks up briefly from SnapChat): Dude, great plan! What exactly ARE the joys of parenting?
3RD 21 YEAR OLD: Err… Those special moments innit? Where your kid is all up in your face?
CHORUS OF 21 YEAR OLDS: Yeah, great brainstorming guys.
Because surely if you actually HAD children, you would understand that having your eye poked out by an overactive toddler is NOT FUN.
Some alternative campaign ideas that spark similar feelings for me:
- Waiting for ages in a car park for a space and then having some dick in a BMW whizz in front of you
- Banging your toe really hard against a doorframe
- Trying to do some work at home and being forced to watch ‘a show’ from your children. Twice.
If Cadbury really want to connect with mums, and create a special, warm feeling, may I suggest the following:
- Picture of a mum, locked in the bathroom, pretending to do a poo whilst secretly eating buttons and looking at Instagram
- Picture of a mum, back to the camera, facing an open fridge, pretending that she is considering what to make for dinner but actually snuffling buttons out of an open bag in the fridge door.
- Picture of a mum, with buttons hidden in an empty tub of vitamins, telling toddler they can’t have any because they are ‘mummy’s special medicine’.
I would be down with any of these.
You’re welcome Cadbury.