January, 2013

Can you inherit a memory?

“What would you like your children to inherit? A house? A clock? The family silver? Or something a little more valuable?” So begins the new TV ad from Center Parcs


The voiceover is followed by images of families doing lots of fun stuff outdoorsy together set to one of my favourite tracks – ‘Sweet Disposition’  by Australian band The Temper Trap.

The ad ends with an excellent strapline: “Memories start here.” So far, so good.

I hate to be picky (really, I do) but can you really inherit a memory? Surely, memories are individual and personal, and based on experience. Otherwise wouldn’t it be a bit like Bladerunner, you know when the nasty Tyrell Corporation implants other people’s memories into the ‘replicants’ they’ve created?

You can read or listen to someone else’s memories of course, but surely the point of the ad is that a Center Parcs holiday creates lasting memories for the people who experienced it. You had to be there in other words.

I know that Adland stretches language and grammar – and often to good effect, but this is a stretch too far for me.

Great images, great strapline, and of course that glorious soundtrack through!



Hello. I'm Elaine, I'm a copywriter and this is my blog.

It's mostly about words and writing - things that inspire me, entertain me, and make me smile. Sometimes it's about things that horrify me so much I want to scream and shout!

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