I was intrigued by this new TV ad for Thinkbox.

I think it’s probably the first TV ad I’ve seen about TV ads (at least, it’s the first I noticed and the first that I can remember, which is always a good start). It does a nice job of highlighting the potency and endurance of certain campaigns (and hence their long-term effect on brand image). The strapline, ‘funny how 30 seconds can last a lifetime’ absolutely hits the nail on the head, and I’m sure will resonate with any would-be advertisers.

That said, I do find the choice of a psychiatrist’s couch and catatonic patient as a vehicle for demonstrating how TV advertising permeates our lives slightly unflattering to the industry. Although it’s obviously intended to be tongue-in-cheek, it seems to perfectly tee up a debate about the inescapability of TV advertising, and all the negative associations of people’s heads being mindlessly filled with jingles and catchphrases. I wonder if the success of TV advertising might have been better demonstrated by showing how some of the imagery, sounds, stories, characters and messages have been more proactively woven into popular culture. After all, TV advertising isn’t just about durable jingles and catchprases - even if they are often an important part of a brand’s identity, and, in this instance too, a handy device to get across the idea.

Look out for the ‘red button’ element to this ad, reportedly being aired in the next couple of weeks. Perhaps it’s not just about jingles and catchphrases after all.