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Mars sign Barnes to recreate famous rap

April 15, 2010 1 comment

With the FIFA World Cup getting ever closer, Zeitgeist was excited to learn that Mars have recruited former Watford, Liverpool and England legend and scorer of a wonder goal in the Maracana, John Barnes to recreate his ‘World In Motion’ rap for their new TV campaign.

However, we were slightly less happy to be reminded that the original song accompanied Bobby Robson’s sides brave run to the semi-finals in Italia 90. Was it really 20 years ago?

Barnes’s famous rap was arguably the pinnacle of normally dire team bonding songs that generally accompany a foray into a large tournament or cup final – apologies to Ossie Ardiles and Baddiel and Skinner – because it actually demonstrated genuine musical ability.

As part of their campaign, Mars are offering 15 people the chance to appear alongside Barnes in the recreation which will include slightly altered lyrics to incorporate the Mars brand.

Given the FA’s decision not to launch their own World Cup song, for the first time since 1966, hopefully the nostalgic Mars recreation will be matched by a slightly more successful campaign on the pitch.

All we need now is for Kleenex to sign Gazza to recreate his famous tears

The Big Chill & The Big Night In

What hath the recession wrought? The worst financial crisis since World War II has struck the UK particularly badly; it was one of the last OECD countries to come out of the recession; it’s downturn was the longest among G7 countries. Last month the economy grew for the first time in a good while, though only by 0.1%. The abundant profligacy that defined the past couple of years has vanished. How do people now reward themselves in this new environment?

The cliché of staying in being the new going out is only a cliché because it is increasingly true. It has been happening gradually over the past several years but has been accelerated by the recession. Part of the reason is due to fearmongering. The Conservatives recently declared Britain a “broken society”; the public for the most part seems to agree, even if this is not actually the case. Hyperbolic newspapers have not helped either. A sense of fear, and of things not being as good as once they were, has influenced people’s desire to interact with society. Instead, we stay at home.

A Euromonitor report states “As in most developed countries, meal structures have broken down in the UK”. Families are increasingly fragmented, people tend to live on their own more and the creation of meals has become a far easier task. While in general consumers are “deferring major purchases”, they are balancing this by rewarding themselves with little treats. Brands who can successfully exploit this trend, such as those in the confectionery trade, will stand to benefit from this. Euromonitor reports that “luxuries like chocolate and ice cream, are remaining somewhat recession-proof… [Mars] claims sharing confectionery in front of the TV is one way in which consumers have been enjoying a night in”. This feeds into a larger trend of frugality; staying at home, known as “uber-cocooning”.

Also keeping consumers in their homes is the increasingly high-tech, increasingly affordable and increasing amount of entertainment products available. Euromonitor reports “The home as an enterainment hub has been facilitated by the arrival of flat-screens with sound systems, downloadable and pay-per-view movies, and an array of video games and consoles. All these sectors are thriving, despite the break on spending.” Moreover, there is increasing convergence of these options onto fewer platforms. You can now link directly to YouTube through your TV, and soon your X-box will stream TV shows and films. For all the presumed obsolescence of regular television for sophisticated, plugged-in and multi-tasking teens, a recent study shows the medium is still very important to such age groups. Networks are becoming increasingly savvy, in one recent case in the US weaving one character into several different shows on the same network for a week. Sky, among others, is introducing 3D television in the coming months, potentially revolutionising the industry (as it is currently in the world of film).

So while a meteorological and financial big chill congregates outside, many companies, including ASDA and Tesco’s and Sky, are currently telling their customers to enjoy a Big Night In. And we all know what to watch when Home Alone…