- Sat Nov 10, 2018 12:07 am
It is possible, I suppose, that the script was bombed and the client thought that there was enough PR mileage in it to create momentum for the decision to be reversed. Public and press outcry, and all that.
I have seen some fast-and-loose stunts but I can't think of anything on this scale, i.e. having a ban overturned.
Some background. I also had plenty of run-ins with the BACC (the forerunner to Clearcast and where my old nemesis is still a Copy Group Controller), and whilst they could be dreadfully pedantic, they were ultimately pragmatic and accommodating, even though they enjoy a near-Solomonic status. Their decisions cannot be challenged or taken to a higher body or, if deemed necessary, the courts. As far as I remember, their decisions are "advisory" and the contractors choose to act upon that advice and do so without fail. That underpins what we all know is a less than perfect system.
Add to that, no court in the land can compel a media-owner to run any particular client or organisation's copy. Furthermore, the T's & C's on every rate-card provide for each media owner to reject copy at their discretion. These are the terms of contract and are binding.
If this supposition it correct and the client is gambling on the court of public opinion, this could set a worrying precedent. Alter all, Clearcast is a lonely backstop against the torrent of misleading and dangerous drivel that would otherwise get through. Undermine them and you are on a one-way ticket to, for example, Guinness advertising the Viagran properties of their gloop in Nigeria.
Moreover, if the commercial does finally get clearance, the TV contractors are going to have an absolute field day with the rates. I wouldn't want to be presenting that post-campaign Buying Report. Iceland are going to be taken right up the Ronson. Guinness or no.
As an aside, it would be interesting to know whether any airtime was actually booked - especially as we are already some four weeks past advanced booking (AB) deadlines for December 2018 and November airtime budget would have need to be laid down in the first week of September.
I appreciate that I haven't really added much light. Sorry for that. But, as the thread suggests, this is How Advertising Works.