I keep seeing this advert on the side of London buses and I wanted to write something pithy and Brooker-esque about just how bewilderingly meagre it is as a concept.
But then, surely the point of an advert *is* to stick in the mind. This, for me, doesn’t so much stick the mind as unhinge it slightly.
The problem is not that it’s the The Sun, wilfully expelling itself into the face of 40 years of hard-fought feminist campaigning against such gross objectification.
It’s not even the stultifying, uber-low brow concept of what they’ve done. On other Buses you see Ian Wright heading a 20 pence piece. A football is round, you can almost hear the ad-writer saying, and so is a 20 pence. Well, it is if you squint.
I’m not 100% sure what it is that makes me groan inwardly each time I see this.
I have a feeling it’s something to do with the idea of grown-up, professional adults industriously photo-shopping over-sized 10 pence pieces onto a girl’s norks; as if just announcing The Sun now costs 20p couldn’t possibly get through to people that The Sun now costs 20p.
I’m also sure it is to do with the fact that they didn’t even spare the time and thought to find an image where the model is looking suitably bright-eyed and amused by the silliness of wearing giant low-denomination coins on her nellies.
This model looks too serious. To me, she seems to have a studied, brooding, bedroom expression, the sort of look photographers try and draw out with encouraging remarks, such as, “…show me you really wannit, sweedart, (click) gaggin’ forrit, (click) that’s lovely (click), now push ‘em togevvah… (click) Gorgeous!”