UK Y2K TV infomercial airs

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I'm not sure how long it's been airing, but I caught the official UK TV spin on Y2K last night. This is basically to tell people that the Action2000 leaflet coming through their doors right now is something they should read (or have read to them). Here's a synopsis, and - as always - my views.

The ~45 second spot features Nick Ross, who is most famous for his work on Crimewatch, a popular and fairly restrained BBC "criminal catcher" show - a position that gives him a degree of credibility and gravitas. He is *most* famous (especially among satirists) for his ability to present horrific crimes happening to ordinary people, and then end with the cheery and reassuring disclaimer "Sleep well. Don't have nightmares."

The spot is cartoonish and utterly superficial. Nick walks from one cardboard cut-out to another, telling us not to worry, we've beaten Y2K. He covers video players, microwaves and (oh ho) ATM's. When he inserts his big cardboard ATM card, the machine spits out TWO big cardboard wodges of cash. "No suck luck..." quips likeable Everyman Nick, and we all chuckle obediently.

Nick assures us that there is no risk of disruption to the utilities. (Unfortunately, that's not what the utilities themselves are saying. Search for "Risks" on this link.)

The spot ends with Nick sitting down at a cardboard table at a circa 1945 street party and enjoying a cardboard beer to celebrate the New Year with his cardboard cut out friends.

OK, I agree that at this stage, all that Action2000 (the government sponsored UK body responsible for denying responsibility for Y2K) can do is to give "All is well" messages. So I won't knock them for aiming this advert at the lowest common denominator.

Here's the bit I found most interesting: the spot ended with Nick at an old-fashioned street party. Even the cardboard cut outs were old-fashioned stereotypes. Most British viewers will instantly associate this with Victory in Europe Day, 1945. Why use this image?

Here's my guess. The official line up to now has been to avoid the issue entirely or to say "Don't worry." We haven't even bothered to ridicule preppers as is happening in the USA. However, I predict that as we creep closer to Y2K, the spin will change to "There's no problem. But if there WAS, we'd all rally round and deal with it, just like we did in 1939-1945. Stiff upper lip, chaps! Huzzah for Blighty!"

OK, I'm reading a lot into one image, but it was a strange choice: a street party in the daytime, in winter, when the press is reporting a vast wave of apathy for any kind of celebrations is sweeping the country. We'll see.

-- Colin MacDonald (roborogerborg@yahoo.com), November 15, 1999

Answers

Colin ....

I've always foudn the work of ... is it Ian Hugo? of Taskforce 2000, to be exemplary in the clarity and foresight of his analyses. I think that Ian Hugo feels the same way, as a matter of fact. Late as it is, I wonder if you have seen any of his more recent work, and if so, whether you can post or link us to anything worthwhile. Thanks either way.

Roch Steinbach

-- Roch Steinbach (rochsteinbach@excite.com), November 15, 1999.


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