Cameron Wells | Some things aren’t what they used to be
advertising, Manchester
3029
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Some things aren’t what they used to be

Some things aren’t what they used to be

This Saturday I will be at my 15th party of the year. Sounds fabulous? Wrong. There will be no shopping, waxing, dancing and glamming or bubbles sipped in over abundance. There will be jelly and tat party bags for a bunch of hyper four year olds. Sunday I will be at the theatre. How sophisticated. Wrong. I’m seeing Cinderella the ballet. Probably with a sulking child because I’ve forgotten to buy her a costume.

Weekends aren’t what they used to be.

Last weekend was a revelation. I met the sibling and niece of one of my friends for the first time.  They let it slip that the daughter was the result of a one night stand. My reaction was eeeek. His reaction was fantastic. Yes his. He didn’t want a wife or the monotony that goes with marriage (his words not mine).  He just wanted a child. None of us saw that one coming. But how refreshing and how very 2017. How shameful that my first thought was how unlucky, poor guy, she must have trapped him. How draconian of me. What a narrow minded reaction. Guilty as charged.

Especially as I had applauded the announcement by the Advertising Standards Authority that from next year it plans to ban adverts which encourage outdated gender stereotypes like only women cleaning up after their family or men failing to do housework. Or women accusing women of trapping men into fatherhood.

This lack lustre, lazy advertising genre may explain why revenues at broadcaster ITV fell 3% in the first three months of the year as advertising income dropped 9%. Maybe the new rulings will infuse a new wave of more innovative and creative advertising. Advertising agencies will be forced to be less contrived and work harder on their story boards to earn their fees.

In the meantime, look out ladies of Manchester. My friend’s brother is broody for another child.  Now there’s an idea for an advertising campaign…

Claire Wood
claire.wood@cameronwells.co.uk