The “Worst song in the world” makes us cringe as well as chuckle in the new TV advert by Monoprix. In this article, we’ll take a look at this new musical commercial and give it review scores out of 10 for memorability, effectiveness, style, humor, and execution. Have a read through our thoughts and see if they match your own!
Memorability – 8 / 10
This concept certainly aims to take us by storm. Monoprix is an online food grocer and it takes the full length of this ad to introduce us to the brand. It’s loud, colorful, lively and quite frankly, super abrasive, so it’s a clip that is bound to stick to the minds of many viewers for sheer uniqueness. Does it stick for the right reasons? Many might argue no. The song that plays throughout the advert is designed to literally be the “worst song in the world” but the actual message of the campaign is to “relieve yourself of frustration by doing your grocery shop online”. This concept hits that message right on the head.
Effectiveness 7 / 10
The content is certainly memorable but it’s easy to feel that the brand is introduced too late in the clip and with very little punch. We feel many viewers who have never heard of Monoprix will forget the name within minutes of watching other ads. That said, for those that already have some understanding of what the brand stands for, the clip certainly does a fine job of reinforcing the brands’ core values.
Style – 8 / 10
The main character has a distinctive look and the soundtrack is certainly very catchy. These key elements will go a long way in ensuring the video remains memorable upon watching it multiple times. The music video is kept ugly and retro for good reason. The point is to essentially stand out by being aggressively annoying. Many viewers will find it hard to get the song out of their heads and this, of course, is all part of the plan. Even if you hate the ad with a passion, you’ll likely talk about it with others and this will effectively help spread awareness.
Heart or Humor – 7 / 10
The band is purposefully unattractive in a funny way and the music along with the lyrics are anything but smooth and likable. The most likable part of the sequence is when we are shown the lead characters reactions to the music as it blasts in her ears against her will. Her facial expressions hold the ads only core comedic value.
Execution – 7 / 10
An annoying idea that has been created to force us to remember it. The brand could certainly have been shown or explained in better context in order to make the message a little more clear. That said, the casting is perfect and the song does a fine job of being repulsively catchy. We can imagine many viewers struggling to remove the clip from their minds and looking up Monoprix if they’ve never encountered the brand before as a result of their curiosity.
