"Father And Son"

16 August 2017

50s

Odds and sods.

This is a wonderfully daft piece of work from an inspired series of ads which draw attention to a fun proposition... randomly lengthened odds which mean punters will enjoy a windfall if their bet comes in.

The key calculation made by agency Droga5 was to grab viewers' attention with sufficient vim to ensure they discover what the whole Kwiffing business is about. They must have realised that anyone who enjoys a flutter will be drawn to the idea of this added bonus... if they get to hear about it

But how to command attention in a crowded marketplace where quirkiness is the norm?

The answer is to out-quirk the best of them with distinctive ideas which are each - in their own way - completely unignorable.

This ad - for example - asks us to imagine being father to a very cool version of yourself. In truth, this is the fate of most fathers but here it is literal as the son is the same age as the dad. The absurdity is magnified by casting that deliberately undermines the whole premise: there is no godly reason why the 'son' should be regarded as charismatic and - despite appearances - it isn't merely through the prism of his dad's admiration that he's seen as the epitome of cool.

Everyone appears to recognise his superbness and the madness of this makes a funny script even funnier.

UK

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