David Reviews

 Biting the hand that feeds us since 2002.

Iceland
"Can-Can"
60s
14 November 2010
UK Supermarkets

Iceland's association with I'm A Celebrity Get Me Out Of Here owes a lot to the strange case of Kerry Katona. After Katona was crowned Queen of the Jungle in one of the early series of the ITV programme, she was signed by Iceland to front a series of television commercials.

It proved a collaboration that worked well for both parties and despite a series of hell-raising adventures that saw Katona dragged through tabloid newspaper slime, the supermarket abided by the old dictum about there being 'no such thing as bad publicity'.

Even though Katona stretched this notion to its limits, Iceland gamely stuck by her... as someone who worked on the ads once remarked to DAVID, "unless she actually kills one of her children, they're pretty much okay with what she does in her private life".

In the end though, Katona's increasingly fraught life started to affect her availability and she drifted slowly out of sight.

But Iceland kept faith with 'I'm A Celebrity...' and they continue to sponsor the programme. Jason Donovan has stealthily become the brand's spokesperson and he appears as a ringmaster in this year's Christmas ad. Decide for yourself whether the ad is self-consciously camp or merely naff. Ultimately, it doesn't matter as it appears likely to appeal to its target market regardless of what was in the minds of its makers.

The ongoing association with 'I'm A Celebrity' is clearly set to continue so perhaps it's time for one of two things to happen.

Either Iceland should introduce a range called 'Jungle Grub' including bread-crumbed kangaroo penises and witchetty grub rings or the programme should challenge contestants to work their way through a buffet table ladened with Iceland's Christmas offerings in one of the Bush Tucker challenges.

It's hard to know which of these is the least enticing prospect.

Heinz Baked Beans
"Containers"

Mark said:

A simple tale, beautifully shot and based on a truth. Job done.


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On This Day

David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.