When I saw the most recent TV ads for Polaris World I pretty much threw my hands up in the air. Instead of the light, jokey tone established by the old ads with Jack Nicklaus they’ve gone for a guy in a white suit ’selling the dream’ over some awful cod flamenco music.
The guy in question (Jose Luis Fernandez) has done great things for the company, but in todays’ market I can’t help but feel that a sincere guy in a suit is setting completely the wrong tone for the company. Do I need to say that, rightly or wrongly, the British public have scant time any more for corporate blandishments from guys in suits? And white suits? And Spanish guys in white suits?
I can’t help it. A thickly accented Spaniard in a white suit just isn’t sending me the right vibes. I’m not as young as I was, but Polaris World are in this for a the long haul (you can’t develop thousands of acres of Spanish countryside unless you are pretty serious) and therefore they need to be appealing to tomorrow’s buyers. That means hitting people as they reach their late 20s/early 30s and start to mull over their ‘lifestyle options.’ What Polaris World out to be doing is showing the fun and the excitement, the money and The Sex that people are having out in Murcia.
I can’t help but feel that they’re missing a hell of a trick with this campaign. I know the 80s are back in a big way – robot dancing is massive on YouTube – but these ads are 80s in a completely horrible way… phrases like “sloane rangers” and “yuppy” swim out of the recesses of my memory when I’m watching them.
Still – you can’t have everything right all of the time. Just shoot the marketing company and all will be well!
Check out the vid on YouTube and see what the kids are saying in the comments…
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