It’s been described variously as ‘unacceptable’, ‘disgraceful’, and ‘the lowest moment in ITV’s history’. The Chairman of ITV himself even called it an ‘on-air shambles’.
Yes, dear reader, you guessed it. It involved your bum-eyed correspondent.
Little did I think last year when I was filming an advert for Tic Tacs that just 12 months on I’d spoil literally millions of people’s enjoyment of a football match, embarrass an entire terrestrial television network and be threatened with ‘murder’ by the TV critic of the Daily Mirror.
As you may have heard, last Wednesday there was a rather important football match live on ITV between Everton and Liverpool. After nearly 2 hours of a tense, captivating encounter in which either side had yet to score a single goal, in the last minute of extra time ITV suddenly cut to an ad break and instead of the dramatic late winning goal viewers were shown a 30 second advert for Tic Tacs involving your humble narrator.
The nation was outraged. People up and down the country screamed at the television in unison. Screen grabs of the advert have appeared in The Sun and The Daily Mail featuring me grinning like an idiot in my little tights and wearing an enormous minty pellet around my midriff. The head of the FA has even promised a full investigation and Russell Brand wrote about it in his column in the weekend Guardian.
The advert was even shown - in full - on the BBC News At Ten along with a rather smug and gloating report on ITV’s shortcomings.
Needless to say, I’ve check with my agent to make sure we’ll be invoicing the BBC for my fee. As ever it was the Daily Mail who reacted with the most venom calling us, “irritating anthropomorphic mint sweets squeaking about on a golf course”. Apparently we not only, “make the Teletubbies look like the finest Michelangelo sculptures” but, “the Liverpool defence and the Tic Tac men” are, “pretty much indistinguishable in terms of mobility”.....
Charming. Mother! Open a new file. Add it to the other bad reviews…
It’s quite something to be involved in, ‘the lowest moment in ITV’s history’.
That’s a bit like being the dirty end of some dog doo.
Next stop: Channel 5.