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Publicis London decides to bring back cheesy ‘Euro ads’ for Phileas Fogg – was this entirely wise?

Once upon a time there used to be something we snooty people in the UK called a ‘Euro ad,’ a cheesy selling message that used to have creatives of a delicate disposition reaching for the smelling salts. Ferrro Rocher’s ‘Ambassador’s Party’ was the daddy of the oeuvre.

So there’s a positively nostalgic element to these two new ads from Publicis London for Phileas Fogg snacks, now owned by German company Intersnack (don’t laugh, they used to be owned by the all-British United Biscuits, an equally lumpy name).

Here’s one, featuring actress Caroline Langrishe who used to be Ian McShane’s squeeze in Lovejoy all those years ago.

Poor girl, to be reduced to this. And another:

I assume that Publicis is essaying the cheesy genre with knowing humour in mind but the end result is – just cheesy.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

2 comments

  1. Ah, I fondly remember the old Phileas Fogg ‘made in Medomsley Road, Consett’ ads.
    “Just another crouton, floating on the bouillabaise of life.”
    Not so sure about these new ones.

  2. I always laugh at these wanky food spots. They hold the “crisp” which is only half an inch square at the edge, then take a tiny “girlie” bite out of it. Obviously, you would grab a handfull and stuff them in your mouth. But, as a douchenozzle client once explained to me… “You wouldn’t be demonstrating the inherent mouth appeal of the enticing food product.” I wanted to kill the fucker, but I hadn’t yet had my three martini lunch…
    And don’t get me started on the way people hold beer bottles at the bottom so they don’t obscure the label.
    Cheers/George “AdScam” Parker

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