May 2017 Bank Holiday Copy Deadlines

27th April 2017

Click the link below for the copy delivery/instruction deadlines that have been agreed between the IPA and the broadcasters for the May bank holidays in 2017.

 

Please bear in mind that, as ever, we will be clearing ads to their air dates rather than play out or copy delivery dates.

 

Apologies for the late posting of this document.

 

May Bank Holiday 2017 Broadcasters

 

For the very latest updates follow us on Twitter.

Early Closing Tuesday 2nd May

27th April 2017

Following our recent office refurb we have some electrical works that need to be carried out.

 

This will take place on Tuesday 2nd May,  meaning we’ll need to close the office at 5pm rather than the usual 6pm.

 

We’ll be back in as normal at 9am on Wednesday.

 

Sorry for any inconvenience this may cause.

 

 

Holiday flight taking off

Let Your Holiday Ads Take Flight

26th April 2017

Welcome to Clearcast airways, your fastest way to ad clearance bliss. Make sure your seat back is up, your tray table is stowed and your electronic devices are put to one side for a moment. Relax with us for the next few minutes, pay close attention to your clearance steward’s safety notices and then you’ll be in holiday advertising heaven.

 

Is Your Holiday What You Booked?

Let’s start with the simple stuff. What you see should be what you get. This applies across all aspects of holidays (and other advertising categories to boot), covering transport, accommodation, activities and more besides.

 

Looking at flights for example, if an airline shows plenty of legroom, fully reclining seats or even beds, customers could be forgiven for thinking that booking via that airline will get them this kind of nirvana-like travel experience. If the visuals are of a particular class of seating and aren’t standard for all booked tickets then this must be made clear with superimposed text.

 

Do the surroundings of the hotel match those shown in the ad? It would be a nasty surprise to step off the airport transfer bus to find that the gleaming hotel set in luxurious gardens that was booked is, in actuality, a peeling monolith surrounded by construction. If there are minor changes then it’s nothing to worry about – a tree removed or planted here and there for example – but anything that may have meaningfully affected a consumer’s decision to book the advertised hotel should be accurate.

 

How about the amenities? From the aircon to the pool to the tiki-themed cocktail bar, if it’s mentioned or shown in the ad then it should be available for all. If there are limitations they must be made clear. For example, a company with a portfolio of holiday villas can show a villa with a pool even if it’s only the majority of villas that have them, but this should be flagged up in the ad.

 

The holiday costs how much?!

Pricing of flights and holidays is fiercely competitive. If you’re planning on advertising bargain prices make sure any limitations are clear. If you’ve got 10,000 seats at a particular price they’re likely to sell quickly. To make sure the ad doesn’t mislead about the availability of the price, include the date that the claim was accurate on in the superimposed text. If the seats all go then it’s time to pull the ad – advertising a price consumers can’t get is a quick road to complaints and an ASA investigation.

 

Another popular message is something along the lines of ‘Holidays from £399’. The ASA sees ‘from’ claims as acceptable if 10%+ of the advertised holidays are available at the stated price. So if you’ve got 5000 holidays to sell and 500 of them are £399 then you’re in the clear. This is usually a price claim based on a particular time period. If that’s the case then holidays at the advertised price should be evenly spread throughout.

 

The price stated in an ad should be the price consumers pay. If there are extra costs involved, for example for particular types of credit card, then this should be stated in the superimposed text. Also, if a price is based on two people sharing, which is frequently the case, this must be clear.

 

Package holidays and cruises often like to make claims about all of the things which are included in the price. There’s a very important distinction between something being ‘free’ and it being ‘included.’ The ASA has written a help note on this very topic so I’ll let them explain it!

 

The visuals can be important in giving a sense of what’s included too. Seeing people paying for things, drinks on a river cruise, for example will help allay expectations that everything is included in the price.

 

Three weird old holiday tips you’ll never believe

I won’t try and cover every eventuality here, but there are three additional points worth bearing in mind. These crop up fairly frequently so will save a great deal of headaches for both you and us.

 

Booze and water don’t mix. Well ok, in a glass they mix just fine, but that’s not the point. Showing or implying someone drinking alcohol while in a hot tub, about to go in the sea or pool is likely to be a problem.

 

Burying people in sand is a tricky one. If it looks like the (willing) victim is able to get out very easily then all may be well. If they are a little more deeply buried then there’s a strong chance of a scheduling restriction. This is quite subjective so if you’re planning on including this in the visuals it’s well worth having a chat with your contact here to get a steer.

 

If the holiday is ATOL certified that’s fab. If you don’t mention it in the script but add it in when you submit the video then that’s less fab. It might hold the clearance process up while we ask for substantiation, so please make sure it’s in the script from the get-go.

 

And that’s it, we’ve landed safe and sound. Please take a moment to make sure your ad has all the necessary supers as unattended claims may be unacceptable. We hope you enjoy your time with us.

The making of our party posters

04th April 2017

We can be heroes, just for one day

 

If you were at our party in Soho a few weeks ago, you’ll have spotted some music legends. Debbie, Ziggy, Aretha, Dusty, Paul, Bob, Tina, Johnny, Janis and Elton all made an appearance.  You couldn’t miss them.

 

For anyone who wasn’t there, I’m not about to fool you into thinking we had the spare dosh for their  fees so should probably explain. Ten giant posters of the stars loomed over our guests from huge pillars in the venue.

 

“Wow, that shot of Debbie Harry really reminds me of my Copy Exec Lou…wait…what?”

 

Well…100 Wardour Street, the venue for the party, was previously the famous Marquee Club, where artists like The Rolling Stones and David Bowie cut their teeth in the 60s and 70s. So, as an homage to the musicians of this era, we decided to create some posters for the evening. These posters would be giant photos of Clearcast staff dressed as the stars, holding signs displaying some snappy info about Clearcast.

 

It soon became clear this was going to be a mammoth task so I enlisted the help of Cass Coakley, the Admin Assistant for the Clearcast plus team. (Shout out to Cass for the amazing Ziggy make up!)

 

Luckily for me, the enthusiasm to don spandex and wear face paint and wigs was at a higher level than I’d expected. Before I knew it we had 10 Clearcasters raring for action.

 

We wanted the photos to look as authentic as possible so we spent a lot of time researching outfits and hair and makeup styles. We turned to BAFTA winning Angels on Shaftesbury Avenue for our vintage costume hire and most of our wigs and also found a makeup artist.

 

Shoot day came around in early February and the team descended on Sutherland Labs  in Covent Garden where we set up in a giant loft room. Our photographers Anton Artemenkov and Martin Hobby arranged the camera, lighting and backdrop while we laid out the costumes and wigs and hurried the first few ladies into make up. May the transformations begin!

 

Having your photo taken can be uncomfortable for some. Having your photo taken wearing spandex, a wig and crazy makeup could be considered a little worse. Having your photo taken wearing spandex, a wig and crazy makeup right in front of a giggling gaggle of pointing team mates is most peoples’ idea of hell. But this lot loved it!

 

So, with relevant music videos blaring from a huge flat screen TV to inspire some poses, within no time at all we had Dusty Springfield (AKA Justyna Shala) kicking off proceedings. A few hours later the session finished up with Elton John, (AKA Mark Hynes) belting out “Hold me closer tiny dancer, Count the headlights on the higghhhhwaaaay” while Martin snapped away. No Dutch courage required. For those two anyway.

 

We were spoilt for choice when it came to selecting the final files to blow up into posters for the party, but I think you’d agree, we finished up with some corkers which now take pride of place in our board room (yes, don’t worry – smaller versions!).

 

You can find more info on the services behind the music legends Bob, Ziggy, Paul, Johnny and Dusty on our site (follow the hyperlinked names).

 

Click on the images below to see larger versions.

 

 

Ellie Powell, Communications Executive