By editorial@silicon.com, 10 December 2002 15:43
COMMENT There are times when bodily fluids just shouldn't see the light of day. Perhaps the people at Sony Ericsson don't realise that. Today they kicked off what could be the worst advertising campaign the mobile industry has ever seen. That's right - the worst advertising campaign the mobile industry has ever seen. Around the world, in different markets at different times over the past 20 years (or thereabouts), there have been some dreadful promotions, but we'd be hard pressed to find one like 'Drool'. We'll call it that because, for one thing, we bet that's what the trendy agency that created it pitched to the suits. The other reason is that Drool is its official name. Check out http://www.Drool-UK.com for the full horror. The idea is that the handset company's T300 phone - which Sony Ericsson is ridiculously trying to get us all calling 'The Bar' (bit close to 'The Brick', no?) - is so good it makes us drool with desire. Now, the T300 isn't a bad phone (see: http://www.silicon.com/a56737 ), but watching people spew phlegm, even designer gob from the mouths of models straight from GAP adverts, isn't fun. Odds are Sony Ericsson - the same Sony Ericsson that asked for more money from its parents - is looking for the type of exposure this will bring. It may even claim people have missed the joke. We can see the ad agency twentysomething smiling right now. But if you were in the drool top five the site lists - comprising Anish Kapoor, Miss Dynamite, Donnie Darko and Radio 4 (not the station stupid - that's so unDrool - we're talking the band) then you'd be consulting lawyers now. Or maybe we're the weird ones.
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