Negative AdvertisingI’m boycotting Goodfellas frozen pizza.
Admittedly, it’s never been my first choice, because usually even the house-brand at Tesco or Sainsbury’s is better, but occasionally when it’s been on special or other brands are out of stock, I’ve bought their brand.
But the advert I saw on TV last night was so disgusting it made me sick to my stomach. And no, it wasn’t just the sight of pepperoni (which to these vegetarian eyes is pretty grim). It was the attitude of the advertiser.
The advert shows a mock interviewer following an increasingly desperate restaurant owner around a supermarket. He’s apparently attempting to hide or steal or by a range of means, obstruct customers’ attempts to buy Goodfellas pizza.
The “interviewer” asks him how business is going, and when he replies that he has a meeting with his bank manager, the “interviewer” gloatingly asks who called the meeting. The restaurant owner has to confess that it was the bank.
The adverts suggestion is that their frozen pizza (ha-bloody-ha) is driving pizzerias out of business. That is mean-spirited to begin with, but what is worse is the agonising delight they appear to take as they show the increasing desperation and panic of the restaurateur as he faces losing his livelihood.
It is shameful and despicable.
That a giant corporation can, through its advertising agency, ask us as viewers and consumers, to collude in this disgusting display is unforgivable. Perhaps soulless corporate bean-counters get some joy in watching a small business owner being ground down and humiliated by their mass-market junk food, but I don’t.
That the advertising agency even thinks that frozen pizza is in competition with pizzerias is a laughable conceit.
They’re mean-spirited, arrogant bullies and I shan’t be buying their product anymore, and I hope you will consider joining me. Let’s make it “closing time for Goodfellas”.