The topic under discussion at last week’s Financial Mail AdForum on telecommunications, in association with Ornico, was: “are current telecommunications ads doing the job?”. A panel consisting of Ornico’s Mongezi Mtati, Deon Wiggett of Fairly Famous, FCB’s Suhana Gordhan and Arye Kellman of Tilt dissected a selection of 10 of the most frequently flighted telecommunications ads. First up was a television retail ad from Cell C. For Wiggett – who is known as the ad industry’s Simon Cowell (referring to the English reality television judge) – the work spewed intrinsics and was deeply dull. Gordhan agreed, adding that the music made her feel “uneasy”. There is no excuse for making bad retail ads, she said. Mtati said Cell C lost an opportunity to show how it differed from other service providers and what “more” it provided. Kellman – the millennial on the panel – said there was nothing his age group hated more than admin, and that this ad seemed like a lot of admin. Next up was a televis...

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