Senior AD and I had a bit of a dust up over this new spot for Nando's. He reckons it's a "bunch of cats": several half-formed ideas shoved together with scant regard for coherency. His argument is that there's so much going on that the proposition - that Nando's is addictive - is obscured.
I can't really argue with him about any of that, it's just that I think the jumbled up nature of the ad is part of its charm
I could be wrong, but I don't think Nando's alleged addictiveness is really what the ad's about. I think it's more an exercise in brand personality - while all the other fast-foodies are trying to be The Beatles, Nando's fancies itself as the Pistols - edgy, a little dangerous and not interested in tastefulness.
It's got massive cut-through, it's polarising and it completely defies the norms of fast-food advertising (not a lovingly shot lettuce or a seductively framed tomato to be seen).
It's exactly where a challenger brand should be.