The Musings Of An Opinionated Sod [Help Me Grow!]

We Won’t Make A Drama Out Of A Crisis …

So there have been some terrible floods in the North of England.

People, homes, businesses and communities have all been affected.

If there’s any good to come from it, it’s the reawakening of the community spirit as people pull together to help those around them.

This shouldn’t be a big thing, but it is and long may it continue.

Another thing that has been reawoken – if it ever really left – is the British trait of being able to see humour in the darkest of moments.

Below is a newspaper ad for a British water cracker company who have been badly affected because of the floods.

It’s charming, gentle, informative, inclusive and – because they make water crackers but have been affected by water – self-depreciating.

In other words, they’re talking like a human … rather than a faceless corporation.

It’s also great marketing, because not only does it keep them top of mind – which, if we’re being honest, is not really the sort of thing a water biscuit brand would ever be – it ensures people will probably buy boxes of the stuff the moment they are back on the shelves in an act of community support and solidarity.

So well done Carr’s, you’ve just reminded everyone that there is always a silver lining … even in the blackest of clouds.

I hope you and your community get back on your feet very, very soon.

And no, I can’t believe I’m being this positive either. Especially over a bloody water biscuit.


24 Comments so far
Leave a comment

What the fuck are water crackers?

Comment by Billy Whizz

Sophistication. No wonder you’ve not heard of them Billy.

Comment by Rob

This is nice.

Comment by George

Floods are nice? Prick

Comment by Billy Whizz

He is only saying it because the North was affected. What a bastard.

Comment by DH

southern fucker isnt he.

Comment by andy@cynic


Comment by George

I can believe you’re being this positive about a biscuit Rob. I just can’t believe it is about a biscuit without chocolate.

Comment by DH

That is an excellent point. If it was for chocolate hobnobs, digestives or even bourbons it would make sense, but a water cracker? He doesn’t even love cheese or drink wine. After 20 years of knowing him, he still can surprise me.

Comment by George

Floods are watery not chocolaty!

Comment by john

hobnobs are the choice of biscuit for the fucking social climber. at least bourbons are fucking down and dirty. i fucking hate hobnob eaters.

Comment by andy@cynic

I like hobnobs, but I’m definitely a choccie digestive or bourbon man. I know where I belong …

Comment by Rob

The XXL aisle?

Comment by john

i like this ad. i must be going fucking soft.

Comment by andy@cynic

I agree with you Rob, this is was a nice move by Carr’s. But there was even worse biscuit news to hit England.

Comment by Pete

Good copywriting is still worth its weight in rubies.

Comment by Ian Gee

Yep. Though if you are John Dodds, he would say “no one reads long copy” so it doesn’t matter.

But John is wrong. He just doesn’t know it yet. Ha.

Comment by Rob

That’s not long copy. .

Comment by john

So when IS it long copy John.

Comment by Rob

anything youve fucking written campbell.

Comment by andy@cynic

When it’s long and dreary and usually has a dull headline (and i know that’s n open goal for Andy).

But this isn’t – because it’s actually not that long, it’s a well-written letter and therefore flows nicely and crucially it’s topped by a clever headline that draws the reader in.

Long copy just sits there on the page and doesn’t grab anyone’s attention outside meetings about the ad.

Comment by john

So by that reckoning, should I take it that you like this post? Surely not.

Comment by Rob

If that makes you feel happy. #positivity

Comment by john

You’re a regular Mr Nice Guy, aren’t you.

Comment by Rob

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