I’m sure I’ve seen that before, but it’s different somehow!

This’ll be brief, as it’s just me wishing to confirm that I’m not in fact going mad, it is the advertising industry which is in fact making me feel a vague sense of deja vu.

The feeling you get when the same ad runs in multiple countries, but is subtly different

If you’ve been following along, you’ll recall that I’ve recently returned to Australia after a few months in London.  As you do, you get used to various ads which are on in the background of your favourite programs.  You don’t fully engage with them, and while you probably couldn’t recall them off the top of your head, you certainly know ‘of’ them and would know them when you saw them.

Well, I’ve recently encountered a barrage (well that might be an overstatement) of ads which are clearly global, but have been changed slightly for the local audience.  It triggers that response of ‘I’ve seen this before, but something is different!’.  It doesn’t really impact my day, but thought it amusing the lengths that advertisers will go to in order to make something relatable to the local audience.

Let’s place ‘spot the difference’

See if you can tell the difference from the below ads which have probably been played in your local area;

Colgate ad (UK) – this exact ad also runs in Australia, dubbed over with an Australian accent;

Oral B ads from the US – This features in the UK and Australia – just with different people reading exactly the same script;

Those pesky Meerkats from the UK – look familiar, Australians?;

Scent boosters by Downy in the US – known as Lenor in the UK and even the washing machine is different (UK features the front loader);


What do you think?

Have you ever seen something vaguely familiar but been confused when and where you saw it?  Let me know by leaving a comment below.

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