Just being honest.

At first, I thought these ads were pretty good, they get straight to the point in a humorous way. But now I've seen them a thousand times I'm starting to realise how lazy they are. They're essentially saying, "If you want this, we're selling it." - I mean, are people really going to buy a bottle of Oasis because they've seen this? I wouldn't.

You're correct! It is summer. And yeah maybe we are thirsty. But who the fuck cares about your sales targets? As consumers, it doesn't bother us either way; hit your targets or not, it literally doesn't affect our lives whatsoever.

And before you think I'm missing the point, I understand the concept 'O Refreshing Stuff'. It adds a cheeky tone to the message...but that's all it does. It doesn't look like a refreshing drink. A bold illustrative style doesn't make me think, 'Oh fuck I'm thirsty. 

I'd prefer to see an ice-cold bottle sopping wet in its own condensation. Yeah I know it's cliché - but it's cliché for a reason! I'm salivating at the thought.

Oasis, you may have grabbed my attention, but you've failed to sell!

And just to clarify, this isn't a blog where I slag off creative work - but much like these ads, I'm just telling the truth.