Tag Archives: Bond

How to get a red in advertising

There’s a health food store down at the end of the block from us, offering anything from frozen dinners to seaweed extract. To be honest, the ‘health food’ tag is a complete misnomer, given that the price of organic fruit and vegetables is enough to give anyone a cardiac arrest. Only Russian oil oligarchs are likely to walk out of there with any sense that they haven’t just been robbed blind.

Don’t get me wrong, I’m all for avoiding pesticides on my courgetteszucchini, but do I really need to seek out a sub-prime mortgage in an attempt to buy them? Given the relative strength of the pound, I could probably get a short city break in Amsterdam for the price of a Granny Smith or two.

Last week, The Special One called me as I made my way back to Brooklyn from the office, asking me to pick up a few tomatoes for a salsa she was making. A reluctance to deviate particularly far from my direct path home from the subway meant a trip to the health food store was the only option. And sure enough, when the woman at the counter weighed my chosen selection, I discovered I had to pay twenty five cents short of ten dollars for five medium sized tomatoes.

Biting my tongue to prevent an involuntary attack of Tourette’s Syndrome, I tromped home with my booty (for the avoidance of doubt, that’s a reference to the tomatoes, not my arseass). Once back in the apartment, I took the tomatoes from their plastic bag, and put them on the chopping board in order to cut them up.

And then I noticed it. A small black sticker on the outside of each of my tomatoes. Not your usual sticker giving the shop assistant the necessary code to type into the cash register, no sir. Sure, it had the code on it – 4664 actually, if you must know. But this was a fruit and veg sticker with a difference.

In this day and age, it would appear, nothing is sacred when it comes to advertising. At least, not if you work for Disney. Because there on the side of the tomato was a tiny oval advert for the DVD and Blu-Ray release of animated movie Ratatouille.

In America, billboards, TV commercials and print advertising are no longer enough in a bid to capture our dollars, it would appear. Now they’ve launched an all-out attack on our greengrocers too. I can just imagine the Pixar marketing meeting now:

“Right, how are we going to get people to buy this movie.”

“Well, I’ve had an idea. The film’s called Ratatouille, and one of the main ingredients of an actual ratatouille is a tomato. So why don’t we advertise on every tomato we can lay our hands on? It’s the ultimate call-to-action!”

“You’re a genius! Only over-priced organic ones though – this is a classy movie, after all.”

I thought I’d seen everything when it came to advertising, but clearly not. It’ll be potatoes shaped like Daniel Craig for the next Bond movie, I tell you.