Needless to say, I don't like the new Boots ad suggesting that a jam making kit and course is a boring present compared to some of their products so I have written to their press office, copied below.
"I want to register with you my opinion of the new series of ads, in particular the one featuring the jam making kit and course.
Whilst I have a sense of humour and 'get' the point of this series , nevertheless you clearly have no idea that jam making is the new 'cool' thing, especially amongst the younger age groups. There has been a huge explosion of interest in the last 18 months, a natural progression from the popularity in cooking generally and the enormous demand for allotments.
I feel that we have the last laugh, however, as you have probably alienated more people by this cheap jibe at what you portray to be a middle aged, boring demographic. As the foremost retailer of jam jars and jam making equipment in the UK, we are well placed to know and understand the market and if the position were reversed and we were advertising our products against yours in a similar way, I am certain that you would have plenty to say about it.
Director, Jam Jar Shop "
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