The BVC-min

Ronseal Made Us Watch Paint Dry

Industry News

There was an unexpected highlight on TV on last Friday. Sadly, it wasn’t any of the actual programmes, but a new advert for Ronseal.

The advertisement consisted entirely of three minutes of a man painting a fence. Yes, that’s right. A man was filmed painting a fence with Ronseal. For three whole minutes.

The three-minute film, created by BJL, shows a man using Ronseal to paint a fence in silence, pausing only to drink a cup of tea and observe his handiwork.

Genius marketing perhaps, but certainly annoying as hell.

The ad was created by Karl Stones and Richard Pearson at BJL, who said:

Gogglebox viewers are the ultimate TV critics and we were determined to produce a film which would stand out and give them as much to talk about as the rest of the programme.

“Channel 4 have been incredible partners to work with. Their ‘born risky’ ethos was perfect for this ad break.”

It has also been supported by 4Creative, the broadcaster’s in-house creative agency, who recreated Channel 4’s idents as part of a co-brand ten-second intro to the broadcast.

James Smith, Ronseal’s marketing director, said:

“We continue to be straight and open about the fact that for many people DIY isn’t always the most exciting task. We don’t glamorise DIY.

“We know our products won’t change your life but they will help get a difficult task done quickly and easily. Never is that message more important than on a Friday night before a Bank Holiday weekend.”

There’s also an extended cut for anyone wanting to waste a further 10 minutes of their life.

The BVC-min

Viewers anger as Channel 4’s coverage of Paralympics opening ceremony is interrupted by repeated ad breaks

Industry News Social Media News

Viewers of Channel 4’s coverage of the Paralympic opening ceremony last night were furious after the broadcaster repeatedly cut from the live action to ad breaks.

Many took to social networking sites to complain, with several saying the broadcasting rights should have been given to the BBC instead.

TV presenter Phillip Schofield tweeted: ‘loving the spectacle of the Paralympics but it sits a bit awkwardly with the ads or is that just me.’

When Channel 4 cut to a second ad break twenty minutes into the ceremony, viewers voiced their outrage.

Channel 4 showed five advert breaks in the first hour and a half of its coverage, featuring advertisements for brands like Toyota and Asda, Paralympic sponsors like Sainsbury’s and even for its own Paralympic coverage.

Viewers missed an inspirational video montage and the entrance of athletes from several countries during the breaks.

A Channel 4 insider said they were showing fewer ads than they usually would.

The reaction contrasted with that received by the BBC for its Olympics coverage. The broadcaster was highly praised around the world for its seamless coverage of all events and both the opening and closing ceremony, while stations like NBC in the U.S. was criticised for not showing key events live.

Dame Kelly Holmes wrote: ‘What’s with the Ad breaks, I want to see it.’

They also cut away from the parade of Paralympic athletes from different nations-meaning some nations were missed out completely.

Away from the advert controversy, Twitter was once again full of excitement for London 2012 as the Paralympics opening ceremony got under way.

After Professor Steven Hawking opened the ceremony with a monologue about humanity and science and dancers with umbrellas played out a short opening section before the athletes’ parade, many took to the social networking site to express their approval.

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