J20

Country: U.K.

Agency: BBH, London

Client: J20

Media: TV

Score

Originality: 8/10

Impact: 5/10

Credibility: 3/10

Relevance: 3/10

Personal Comments

I’m not so familiar with the brand, so my comments could be biased and independent of the brand image that currently persists in the UK with respect to the drink. For those of you who aren’t aware of the brand either, J2O (pronounced like H2O but the “J” cos it’s got 50% fruit juice) is an exotic still soft drink designed to provide an alternative for people who were going to bars but not drinking. It’s sold in the UK and Ireland.

It seems like a good product with a catchy tagline but they could have done something much more witty and much less irrelevant. If the ad is trying to portray the exotic-*ness* of the drink, then better give a better reason than a talking horse. I would assume since the product is old, brand awareness or recall is not not their primary objective for this ad but again, there’s no new information about the product (new flavor etc.) and it’s not related to their previous campaigns either. Reinforcing brand image is probably what they plan to hit at but a more relevant scene rather than a horse and a woman exchanging voices, would have worked. It’s ridiculous and not even funny! For some reason, I do like the entire old look and feel to the ad but again it’s not required and may not agree with the target audience. Fine, it doesn’t substitute alcohol but if it’s gonna be sold in bars then it better have the “feel” that J2O is cooler than ordering Coke at a bar.

“Metter to bix things up” is interesting and something slapstick can be worked out…. but the ad just seemed pointless in a not so entertaining way. Maybe I don’t get British humor ……  although the ad starts of funny with the guy professing his love for Cynthia, the horse…… but another 2 seconds into it and I’m like ” :S  “