Time to pull the plug on Vodacom 'Top-up' ad

The rambling of the Vodacom lead character on the 'top-up' benefits, using a flipchart finds as little resonance with the 'interrupted' bather as it does with the TV audience. Indeed the disenfranchised bather remains the focus of attention, his discomfort, perplexity and embarrassment rubbing off on the viewer.

From a sensory perspective, the ad does not inspire a sense of affinity for, and comfort with, the company or the 'top-up' product it's promoting. Having the bath plug 'pulled' in the winter only to be partially 'topped-up', leaves one feeling out in the cold and up the creek without a paddle.

After all, the idea is not to be subjected to 'shock-treatment' only to be redeemed by a 'top-up', but to have a sustained sense of comfort by being well-connected. Moreover, a warm bath behind closed doors for many is about comfort, quiet contemplation and self-imposed isolation.

The ad, superimposing an intrusive and uncomfortable element on this nearly sublime experience, does little to promote affinity for the myth of a 'connection' between people as perpetuated by the cellular industry - and least of all for the 'top-up' product.

The ad, actors and setting, lack context and don't contribute to a cogent story or burgeoning punch-line (which the ad lacks). It is lacklustre and unimaginative and by default serves to create a stronger association with, and images of, other products such as 'Cobra' taps and 'Breeze' bath soap.