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My father was a speed demon

BUILT FOR SPEED: More than 80 years ago, in 1926, Harry Lee Kim Hoi’s father nearly raced in one of the most prestigious motorcycle races of his time. He tells Arman Ahmad the story

MY father once nearly raced in the Isle of Man Tourist Trophy. Even today, it is considered one of the toughest, most demanding races in the world. The year was 1926, and if he had done it, he would have been the first Asian to have participated. Unfortunately, it never happened. He had everything prepared including the bike but I am not sure why it all fell through.

My father’s name was Lee Soon Lee, and he was born on June 30, 1902. He grew up in Malacca. As a young man, he was consumed with a passion for speed. It was the early days of the automobile and motorcycles, and my father loved both of them. Particularly, it was the thrill of racing that excited him. He raced both, and in total won easily more than three dozen trophies if I remember correctly.

I remember these silver trophies gleaming brightly in our house at Cheng in Malacca. They were made from real silver, but unfortunately, over the years some of them have disappeared.

My sister, (Datuk) Kim Chan, told us that they were all from the years prior to 1940; in the 1920s and 1930s to be more precise. In those days in Malaysia, there were no circuit races so the trophies were probably won in Hill Climbs, Gymkhanas, Sprints and Time Trials.

Races were done mostly in Selangor. There was the sprint and hillclimb on Gurney Hill and a road race known as the Lornie Mile in Kuala Lumpur. (The Lornie Mile was scrapped in 1956, after the police decided to ban the race because the surface was corrugated and bad. Intsead the Selangor Motor Sports club organised a kilometre-long race from what was known as the Chinese School to Brickfields bridge.)

In those days, there were no dedicated tracks. Grand Prix racing then were mostly on close streets like the Isle of Man, Irish 100 and others.

In our country, the earliest road circuit race was the Johor GP track. Later on, another circuit was created — namely the Thomson Road Circuit in Singapore.

The first proper circuit was supposed to be Batu Tiga but if I remember correctly, its construction was delayed for a while. So while waiting for it to be ready they turned the roads of the yet to be completed housing estates in Subang into temporary circuits.

In those days, my father was a rather wealthy man. From what I was made to understand — his income was something like RM1,000 a month — which was a fortune in those days.

I didn’t really know what he did, because I was very young then. My father and I had a big age gap. I was born when he was in his 40s. But I did know that it was something to do with cars and motorbikes. In later years, when I was older, he sold cars.

In his youth, he had no children, so he had a lot of money to spend. I guess that’s how he could afford his passion.

Since he had won so many races, he was also probably one of the most promising asipirants to compete at the Isle of Man. It was like how the pinnacle for local badminton players was the All England and for tennis, it was Wimbledon.

But he had other hobbies and interests as well. He was part of a keroncong band. He also loved travelling. In those days, he travelled by steamship.

I remember seeing big old leather travelling bags which were full of labels and showed that he had been to Shanghai, Hong Kong, Macau, London and Paris.

Of course, his passion for speed flows in my veins as well. As I grew up, I too discovered that speed was a passion that overwhelmed me. From the first time I got on a bike, and twisted the throttle, I found riding came to me naturally. The sensation of speed made everything else dull in comparison.

My dad first bought me a Honda 125 Sports when I was in Form Five. Later, I took over my elder brother’s Norton Navigator 350 (the one in the picture). I sold this and bought a Yamaha YDS 250, one of the first, if not the first, in Malaysia.

For racing, my late friend bought a standard Suzuki 250, then popularly known as Suzuki Super Six as it was then the first production bike with a 6-speed gearbox. It was so powerful it used to sweep all the Production Bike races in Europe, beating even bikes twice or three times its engine capacity. We then ordered racing parts from UK, like pistons, expansion chambers, sprockets, chains and other items to turn it into a real racing machine.

Even though I was a privateer, I was fully supported by Guan Hoe Suzuki Melaka. My bike was wholly prepared by their mechanics. For races, they provided me with a pick-up truck to transport the bikes, and a full-time mechanic to look after the bikes and drive the truck.

You notice I used the word “bikes”. This is because I was racing in three Classes; the 100cc class, the 250cc class and the Grand Prix (or open class). The Yamaha dealer in Malacca wanted me to ride their 100cc Yamaha for the 100cc Class but when Guan Hoe Suzuki came to know about it, they prepared a Suzuki 100 specially for me to ride in that class. This all ended one fateful day — at a race during the Johor Grand Prix. I was riding my Suzuki T20 250cc two stroker. After a few laps the engine was misfiring. I wanted to stop, and was turning into the pit when legendary racer Ou Teck Weng came barrelling in from behind me. I was thrown from my bike and lay on the track unconscious. When I came to, I was in the hospital. The brake pedal had pierced my leg. That was the end of my racing days.

But it wasn’t the end of motorcycles in the Lee family.

When my son Kevin grew up, I saw the same twinkle in his eye whenever he rode a bike. I think I first bought him a scrambler; a Suzuki TS125 and then a Yamaha RXZ. His mum then bought him that Honda with the licence plate MN 81. Now I remember, it was a VT 250. VT is for V-Twin as they have a 500 cc model known as VF 500, a V-Four! It was a fantastic bike in those days. When he moved to Kuala Lumpur to work, I gave him my Honda Accord Hatchback. I think he gave up biking then to concentrate on building his career, until he started again a few years back. Now he still rides, just like his grandfather, and his father. He has a BMW GS 1200, an adventure bike. Sometimes he rides back from KL and visits us. He has ridden to several countries on it. Every time he sets off into the sunset, packed up and decked up in his riding gear, I can’t help smiling. I guess motorcycles are in our blood. I’m sure it is.

Harry Lee’s father Lee Soon Lee in one of his sport cars.

Harry Lee (on motorcycle) with his brother, Larry Lee.

Harry Lee’s father (right) posing with his Velocelta motorcycle on Nov 29, 1925 in Malacca.

Lee Soon Lee posing with his trophies astride a BSA motorcycle.

Harry Lee on his son’s Honda.

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Woolwich residents mourn attacked soldier’s death

Hundreds of Londoners have used the first day of the Bank Holiday weekend to pay their respects – to the soldier who was murdered in Woolwich this week.

A book of condolence has also been opened at the Town Hall, while flowers continue to be laid at the scene of the attack and outside the barracks.

BBC London reporter Sarah Morris spoke to UK Biking Fraternity’s Julia Stevenson, and Avril Winter.

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Annie to ride through pain in World Cup race

ANNIE Last will again defy the pain this weekend as she tackles the second round of the Mountain Bike World Cup in the Czech Republic.

A back injury – diagnosed as a stress fracture – sustained during the winter while riding for her Trek team in the United States has set the Bakewell girl’s training back.

  1. annie2

    Annie Last

She battled through the first round of this year’s World Cup series last week in Albstadt, Germany, coming in 25th.

But national mountain biking coach Phil Dixon says nothing is expected of Last in the early rounds, other than to regain her fitness carefully.


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“Annie unfortunately picked up a lower back injury over the winter, which meant she had to take time out of training to do some rehab in order to get to the start line in Germany,” said Dixon.

“The early rounds of the World Cup for Annie are about seeing how her back copes and putting a marker down to move towards the World Championships in September, which is her season target.”

Last, 22, came eighth at the London 2012 Games last year, when she became the first woman to represent Britain in mountain biking at an Olympics for 12 years.

PETE Harris made it three out of three in the Midlands Cross Country Mountain Bike series when he had the better of regular rival Ian Wright in the Wyre Forest at Bewdley. Harris, from Draycott, who also leads the national series for the over 50s, finished 22 seconds ahead of Yoxall’s Wright and they were more than two minutes clear of the rest of the field.

There was plenty of success for other local riders, with Matlock CC’s Will Gascoyne, up an age group in mountain biking this season to the youth (under-16) category, holding off club-mates Arthur Green and Gregg Booker, who were second and third.

Isabelle Boon of Derby Mercury won the juvenile girls’ race, beating Ffyona Booker of Matlock by 10 seconds.

William Cheaney, riding for Derby bike shop Samways Cycles, took the junior (under 19) race by two minutes from Harrison Webb of Malvern.

IT was Mike Blair’s week in Matlock CC’s time trials, as he won for the first time on the club’s 10-mile course on the A6, clocking 23 minutes, 17 seconds.

Bouyed by that, Blair tackled South Pennine Road Club’s event over the same distance two days later – and slashed 90 seconds off his personal best, finishing in 21.54.

That night, Matlock held their weekly short hilly event, with veteran hilly specialist Chris Green claiming his latest win.

But the plaudits for the evening went to 14-year-old Cameron Orr, who looks like he has the makings of a superb climber.

Orr came sixth overall, only 90 seconds slower than Green on the 6.5-mile course near Cromford.

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Stags and hens to hit city for peak period

A new report has revealed this weekend is the busiest time in Cambridge for pre-wedding parties. Eleanor Busby reports.

More than a thousand hens and stags are set to storm Cambridge this weekend on what is likely to be the busiest weekend of the year for pre-wedding parties.

There has been a 26 per cent surge in the bookings for send-offs of brides and grooms-to-be in the city on the same weekend last year, according to new figures.

The report, released by events agency Chillisauce.co.uk, has revealed that an additional 24,000 pints will be consumed in Cambridge over the May bank holiday weekend.

The Cambridge Business Against Crime are providing taxi marshals at St Andrews Street rank in preparation.

But why does the small city of Cambridge remain one of the top stag and hen destinations in the UK?

Mike Wood, managing director of the stags and hen dos agency Freedom, said Cambridge remains popular year on year as it offers a unique experience.

He said: “There are a wide range of activities to choose from, such as punting, still-life drawing classes, quad biking. Also one of its biggest draws is how accessible it is from London.

“Now the average age is 36 for a groom and 34 for a bride so we find the majority of our customers are more focused on having a memorable weekend away with friends, which Cambridge provides.

“Obviously alcohol plays a part, but it is a common misconception that these parties cause mayhem.”

But Pasquale Benedetto, owner of the Don Pasquale restaurant in Market Square, said the older clientele can still be rowdy.

He said: “You would think they would be more responsible, but they are not necessarily well-behaved. We tend to find hens are more disruptive than stags actually.”

The report revealed the stag and hen parties will spend just under £39,000 on food over the weekend.

He added: “We have hen parties in almost every weekend, but our business really depends on the weather as we have a large terrace outside.”

The figures released show 71 per cent of the 1,100 partygoers visiting Cambridge will be 
all-male groups, with just 29 per cent hens.

Alan Dickens, a groom-to-be on his stag do this weekend in Cambridge, said he cannot understand why people choose to celebrate abroad.

Mr Dickens, a 49-year-old from St Neots, said: “I just do not see the point of spending hundreds of pounds in somewhere like Las Vegas. There is a lot to do in Cambridge and the prices are not expensive. Also I wanted to go somewhere the drinking culture wasn’t as bad and there wasn’t as much trouble.

“I just think Cambridge needs to promote itself more and cater for middle-aged people as that is where the money is.”

His group visited the Cambridge beer festival yesterday and will take a cocktail making class this afternoon before going out later on.

He added: “I actually picked the bank holiday weekend so we could have a couple of days of recovery.”

Mr Dickens’ fiancée went to Cambridge last week and her party took a river punt.

George Sugden, owner of Cambridge Punting Company, said: “We host a lot of hen dos who respond well to the good-looking chauffeurs who take them out. Sometimes, if the weather is good, the hens ask for a topless host.

“The river provides a unique charm that attracts the hen parties. It has a very compelling image.”

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Theatre review: 4000 Miles, The Print Room, London

The title refers to the epic West to East Coast bike-ride 21-year-old Leo has just completed, which was marred by tragedy on route. But this nicely drawn, often funny drama has narrower horizons, taking place entirely within the Manhattan apartment of Leo’s 91-year-old grandma Vera, where he rocks up unannounced at 3am.

Vera’s a pretty cool granny though; an avowed old progressive lefty, soon they’re bonding over Marx, getting stoned and talking about sex. Sara Kestelman plays Vera with brilliant quicksilver changeability, catching the frailty and the fight: she twitches and worries with her hands, and grasps and gropes her way around the flat (her balance isn’t what it used to be). She gets frustrated at losing her words; accusing, when she loses her chequebook. But her spirit’s undimmed – she’s got a wicked dash of humour and a sharp tongue too.

They’re both hippies in their own ways, although when Leo discovers his grandpa’s book on Cuba, he acknowledges that while he thinks he’s uncynical, it’s nothing compared to their generation… Daniel Boyd is good as the slightly lost, wound-licking Leo, a cutely dishevelled, puppyish dude, into biking and escaping to the mountains – an idealism that these days, is it’s own sensitive guy-with-a-beard cliché, Herzog suggests.

Emotional scenes with Leo’s sort-of girlfriend (Jenny Hulse) lack some spark and chemistry, though it’s not really the writing’s fault; a later swift hook-up with an art student is cruelly well observed, and very funny. In brightly coloured tights and a headband, speaking in “literally”s and “totally”s, Jing Lusi nails the narcissism and the ridiculous, relentless self-promotion of the Facebook age.

But Herzog has a light touch with all these generational gaps and stereotypes, and a good ear for both dialogue and monologue – that is, the way we tell stories about ourselves. Vera’s prattling remembrances and Leo’s final explanation of what happened on his journey touch on the absurd, but end up moving. 4000 Miles is actually a small journey – one flat, one family – and doesn’t much explore hot-button issues it lightly touches on. But it does offer characters that have true-ringing flaws and foibles, as well as tender hearts. 

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Cycling fever taking over Castle Point

Cycling fever taking over Castle Point

Sam Mashford and cyclists outside the Velo Virtuoso shop in Hadleigh last year

MORE families are taking to two wheels to get around since the Games came to Castle Point, it has been claimed.

Sam Mashford, 26, owner of Velo Virtuoso bike shop in Hadleigh says popularity for cycling is on the increase in the borough since the Olympic Mountain Biking event took over Hadleigh Farm last August.

Now, as Essex County Council gets set to start work to transform the country park this summer and adapt the challenging Olympic track for public use, Mr Mashford says that interest will only get bigger.

He said: “There are noticeably more people cycling in the area since last year which is good to see. If that means there are less people in their cars and more getting on their bikes getting fit and active then that’s great.

“But I think once the Olympic track is open you will then start to see more of a shift towards mountain bikers heading to the area. Certainly the novelty of it will attract a lot of tourists but you will probably find a fair few local people who had not previously known about the country park getting out their bikes to try.”

Mr Mashford opened the bike shop in London Road just prior to the Olympics last year when around 40,000 sports fans flocked to Hadleigh Farm to watch the world’s best mountain bikers compete.

Since then business has been booming with the shop having to expand its range of supplies to accommodate for cyclists of all abilities.

Now Mr Mashford is inviting cyclists across the county to celebrate the shop’s one year anniversary at a special event at John Burrows Recreational Ground, in Rectory Road, Hadleigh on May 25.

Visitors will be able to try out the latest brand bikes, go out for a ride with team rally pro-cyclists, and learn tips from the Hadleigh Mountain Biking Club.

Mr Mashford: “Whether you’re a beginner or a professional you can come along and try everything out. There will be something for everyone to enjoy.”

For more information contact 01702 808101

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Natives Jobs Fair preview: Alpine Elements

The Natives Jobs Fair is getting ever nearer, which means it is time to get excited and start looking into which companies will be attending the fair. There will be a number of potential employers, as well as gap year specialists in attendance, along with a number of cracking guest speakers who will be offering you plenty of insight into working a ski season.

If you are looking to work a ski season this coming winter, then the 2013 Natives Summer Jobs Fair is the place to go. The fair will be taking place on Saturday 29th June 2013 at the Novotel Hotel, London West from 11am till 4pm. And, in the build up to the fair we will be previewing a number of companies that will be attending the event.

One such company is Alpine Elements, which was established in 1997 with a view to providing that ‘little bit extra’ to their guests. And that is what they have done.

Every year that has passed since then, they have continued to improve the service that their guests receive. Working for Alpine Elements is no longer just alpine based. Whilst they still have a fantastic winter and summer alpine program, they now also have a fantastic beach club program – Ocean Elements. So whether your passion is skiing, mountain biking or windsurfing, they do have something to offer everyone.

Be in your Element….
Alpine Element realise that their resort staff have been instrumental in the continued success of the company and we hand pick our staff not only for their experience but more importantly for their enthusiasm and outgoing and friendly natures to run their resorts and chalets. Subsequently they want their staff to be the best in order for Alpine Elements to continue to provide that ‘little bit extra’.

If you feel you have what it takes and want to be part of a company that is committed to excellence then Alpine Elements could very well be the company for you. The team at Alpine Elements realise that hard work and commitment should be rewarded, so they will provide all of their seasonal staff with not only a competitive salary, but transport to and from resort, accommodation, food, company uniform, ski equipment hire, and insurance. And, most importantly, they will provide you with training and continued support from management thus enabling you to maximize your time on the mountain or relaxing by the pool and to get the most out of your season. All applicants must possess UK/EU passport, N.I number and UK bank account.

So, if you think this sounds like the perfect place to work, then head along to the Natives Jobs Fair this summer and speak to Alpine Elements.

Here are a few of the roles that they will be recruiting for at the fair…

- Chalet Hosts – individuals or couples / friends to work in our properties. This role involves cooking
- Hotel Assistants – This role does not involve cooking
- Resort Representatives
- Drivers
- Head Chefs
- Sous Chefs
- Chalet Chefs
- Chefs de Partie
- Kitchen Prter/Night Porters
- Assistant Hotel Managers
- Hotel Managers
- Chalet Managers
- Maintenance
- Receptionist
- Area Managers

For more information about the Natives Summer Jobs Fair, click here.

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Clancy and Carpenter star attractions at Aberystwyth Cycling Festival

Welsh Wild West Sportive
Event: 26 May 2013
Location: Aberystwyth Boat Club Marine Terrace, Aberystwyth, Ceredigion, Wales


London 2012 Gold medal winning cyclist Ed Clancy MBE and 2011 World Junior Downhill Champion Manon Carpenter are the headline attractions at the fourth Aberystwyth Cycle Festival which takes place between 24th – 26th May.

The festival now covers three days of action, including Downhill Mountain biking and a mass sportive road ride in addition to ITV’s Pearl Izumi Tour Series race. Festival visitors will now see more thrills and spills in Aberystwyth town centre as well as experience the beautiful and undiscovered lanes of Ceredigion on their own bikes.

On Friday 24th May, Aberystwyth hosts round four of the eleven round Pearl Izumi Tour Series professional cycle race. This is the only round to visit Wales and it is the third year in succession that Aber has hosted the popular, spectator friendly cycle event. The award winning course circumnavigates the iconic 19th century Old College, the 13th century Castle, the Victorian Pier and also brushes the town centre for what is a great day’s entertainment for all. The ten top ranked UK professional cycling teams will do battle over one hour with the first team to get three riders across the finish line being declared winner of the race. Teams like Rapha Condor JLT with Olympic gold medalist Ed Clancy MBE and last years Aberystwyth winner Kristian House as well as Team UK Youth, managed by none other than Formula 1 icon Nigel Mansell, plus the Metaltek-Knights of Old team who feature Aberystwyth’s own professional cyclist Gruff Lewis, will all give the crowds plenty to cheer on the night.

Whilst the professionals display their talents on the evening of the 24th, cyclists from as young as 8 years old also have a rare chance to race on closed roads from 2pm with six separate races for local schoolchildren, followed by a Town Vs Gown fun challenge for local adults and students. With other races involving budding amateurs, over 500 cyclists are expected to be racing around the towns streets on the day. Many of the town’s local businesses have come on board with café’s and takeaways around the course all open throughout the evening. Entries for these races are still open at www.abercyclefest.com.

Following Friday’s criterium, downhill mountain biking makes its debut in Aberystwyth on what is possibly the perfect setting for such a race – Constitution Hill. Riders already booked for the event include Welsh former World Junior Champion Manon Carpenter and top UK elite rider Sam Dale, both riding for elite professional downhill squad Madison-Saracen. Qualifying takes place in the morning with the first competitive action starting at 1pm. Spectators are provided with a full day’s entertainment of thrills, spills and exceptional skill as the bikes plummet down the hillside to finish on the promenade. Access to the cliff for walkers is catered for with an alternative route to the summit during racing. The Consti Café is an event sponsor and they are hosting entertainment on the Friday evening and Saturday afternoon on top of the Cliff.

Both Friday and Saturday’s proceedings are complimented by a promenade Expo, with stalls such as the Welsh Red Meat Roadshow, Sustrans, Continental Tyres, Welsh Cycling, and Maxifuel. Ceredigion’s youth based cycling club West Wales Cycle Racing will also have a stall to cater for any new interest whilst face painters and children’s tattoo artists are also booked.

Another new feature of the 2013 festival is Sunday’s Welsh Wild West Sportive. Ceredigion features some of the best and quietest roads in the country, stunning scenery and challenging terrain and so this event caters for all abilities of cyclist with distances of 28 miles (Corrach route), 62 miles (Mynach) and 102 miles (Cawr). This event start from 8am on Sunday 26th from Aberystwyth Boat Club with riders expected to return to from 11am onwards. A small Expo plus our event commentator await the finishers who will all receive a bowl of Welsh Cawl for there efforts as well as other goodies.

The Aberystwyth Cycle Festival is backed by Aberystwyth University, Cambrian Tyres Ltd, Ceredigion County Council, Welsh Government, Aberystwyth Town Council and Tourism Partnership Mid Wales along with support from local businesses.

“It is great that our partners in Aberystwyth are putting on such an exciting weekend of events, with The Tour Series as their focus”, said Series Director Mick Bennett.

“Friday night’s Tour Series race will be the perfect way to kick start an action packed weekend of cycling in the most spectacular way possible.”

Cllr Ellen ap Gwynn, Leader of Ceredigion County Council, said;

“I’m so pleased to see that Aberystwyth is once again able to host popular cycling events. The race last year was well supported by locals and by the cycling enthusiasts who came from afar to cheer all the competitors and the children’s event. The seafront and promenade is an excellent backdrop and venue to welcome competitors to Aberystwyth.”

Professor Martin Jones, Pro Vice-Chancellor at Aberystwyth University added:

“This is the third year that Aberystwyth University has been a core partner of this exciting event. Health, exercise and wellbeing are integral to our teaching and research strategies, as is contributing to the vibrancy of the local and regional economy. Now expanded into the Aber Cycle Fest, we are looking forward to a weekend where there is something for everyone”.

View the full event details now at www.abercyclefest.com

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Towpath resurfacing work completed

Towpath resurfacing work completed

Thursday, 23 May 2013

A SCHEME to develop a stretch of towpath along the River Lee in Tottenham has been completed.

Since late March, the Canal and River Trust has been rebuilding the towpath between Tottenham Lock, off Ferry Lane, and Stonebridge Lock upstream, to make it better for cyclists, pedestrians and anglers.

Now the £305,000 project, which has been funded by Transport for London, is complete and an official unveiling of the revamped footpath will take place tomorrow afternoon.

The cash came from TfL’s Cycling on Greenways Programme, and was backed by London Mayor Boris Johnson as a way of improving biking in the capital.

Business leaders welcomed the improvements to the three-quarters-of-a-mile stretch of towpath.

Brian Fender, chairman of the Canal and River Trust’s London Waterway Partnership, said: “It’s a fantastic place for local people to come and relax and it deserves to be treasured.

“The towpath improvements we’ve carried out will make it more accessible and we hope to see more people than ever enjoying their time spent by the water, whether they be feeding the ducks, travelling to work or messing about on boats.�

David Rowe, head of borough projects and programmes at TfL said: “We are pleased to see the completion of the works to make the Tottenham towpath a safer and more accessible route for cyclists and walkers of all ages and abilities.

“We are happy to continue supporting the Canal and River Trust in helping to meet the Mayor’s objectives to encourage more use of London’s canals and to help breathe fresh life into our public spaces.�

And Michael Polledri, chairman of Lee Valley Estates, said: “The resurfacing and realigning works carried out to the towpaths in Tottenham are yet another example of the excellent community initiatives that the Canal and River Trust is embarking upon.�

All content © of North London Press unless stated otherwise.


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Marketing the unpleasant truth

Marketing the unpleasant truth

In a recent British television advertisement for the mouthwash Corsodyl, an attractive model is filmed in modish, sepia tones getting ready for a night out. Suddenly she starts bleeding from her eye and the voiceover says: “We wouldn’t ignore blood from any other part of our body so why do we ignore it from our gums?”

The model then spits a mouthful of bloody toothpaste into the sink and the narrator explains that spitting blood is an early sign of gum disease, which can lead to tooth loss. The spot finishes with the model looking in the mirror and revealing that a tooth is missing. In other parts of the campaign, the product even uses the tagline “Corsodyl: for people who spit blood when they brush their teeth”.

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Chris Hirst, chief executive of Grey London, the agency behind Corsodyl’s campaign, says the idea was to be honest about the product without being sensationalist. “The ad deals with an unpleasant subject – and the image jolts you,” he explains. “But I think it’s OK. The blood is relevant to what the product does, it’s not breaking a social taboo, and it’s not shock for shock’s sake. So you don’t feel short-changed or tricked.”

The campaign’s in-your-face bluntness is in sharp contrast to what consumers have come to expect in marketing campaigns for products that deal with sensitive issues. From feminine sanitary products to toilet paper, the traditional response from companies has been to largely ignore the product and concentrate on showing people having lots of fun while using it. The item itself is only ever shown in a clinical, laboratory-type environment. But recently, some advertisers have started pushing the “yuck” envelope both by using humour and by being frank.

In 1999, Zovirax, the cold-sore cream, launched a long-running campaign featuring a woman wearing a motorcycle helmet to go swimming, to visit the gym and so on. The campaign was humorous and in some of the ads a cold sore was even shown – although it did appear to be a rather toned-down, television-friendly sore.

More recently, in 2010, Kotex, the female hygiene products company, took aim at traditional tampon advertising with an ad that had a woman sarcastically discussing her menstrual cycle: “How do I feel about my period? I love it . . . ” The slot concludes by asking: “Why are tampon ads so ridiculous?”

Last year Bodyform, another female hygiene products maker whose ads famously show women skydiving, mountain biking and horse riding during their menstrual cycle, sent itself up in a well-received viral ad. In response to a Facebook post by a male consumer who claimed the cheery, active commercials had deceived him, the company released a spot featuring a fictitious chief executive who admits that it has not been completely honest because “some people simply can’t handle the truth”. It has been viewed more than 3.8m times on YouTube.

Tanya Hamilton-Smith, business director of JWT, the advertising agency whose clients include Kimberly-Clark, the US-based personal care corporation, says dealing with somewhat unsavoury products is nothing new. “We have a lot of products like these and are continually faced with ‘icky’ subjects,” she says.

But Patrick Barwise, emeritus professor of management and marketing at London Business School, says the advertising of such products is always a challenge. “One general principle is that all publicity is good publicity. But another is that you avoid negative emotions,” he says. “If you look at charities, they struggle with this all the time. If you make people feel bad, you get their attention, but they may not contribute – so successful campaigns tend to be emotionally positive.”

The tabular content relating to this article is not available to view. Apologies in advance for the inconvenience caused. He adds that even pretesting adverts may not give you a definitive answer. “If you test commercials, you have to ask questions and in doing so, you get people’s interpretations of their reactions. The US tends to be more pro-testing than the UK, where the view is that if no one hates your campaign it’s very unlikely to be a great campaign.”

One of Kimberly-Clark’s brands is the UK toilet paper Andrex whose ads have featured labrador puppies at play since 1972. Recently, it decided to try a different tack in order to speak to a younger audienceand push itself to the top of consumers’ minds. So it launched a campaign called “Scrunch or Fold?” asking consumers if they scrunched or folded their toilet paper after use and inviting them to register their answer in an online poll. “People are becoming more accepting of talking about these products, and even willing to have a bit of fun, although the rise of social media also means they’re far more outspoken,” says Ms Hamilton-Smith.

The Andrex campaign sparked a great deal of debate – but much of it was negative. Helen Edwards, a columnist for Marketing Magazine, described it as “one of the saddest and most insane acts of brand self-harm ever conceived”.

Even the edgy, controversy-friendly media group Vice weighed in, declaring it “the worst advertising campaign ever”.

Jordi Connor, head of planning at Dialogue, a marketing agency, was also critical. “I found it bizarre on a number of levels,” he says. “Andrex has a great brand with great awareness. Then they do something totally out of character. Why do we need to have this discussion?”

So why do brands choose such a blunt approach, especially when they have a successful strategy?

Ms Hamilton-Smith says despite the “negative reaction, there has also been a big positive reaction”. She points out that once many people discovered the online polls, they decided it was fun. “We’ve had a huge level of response and even those who were negative couldn’t help but engage in the debate.”

Kimberly-Clark says the campaign has provided a boost in customer awareness and that early indicators suggest an uplift in sales, including promotions, of 22 per cent.

“Overall we’ve been very pleased with it,” says Carrie Stanley, commercial programme manager for Andrex. Although she admits that “about 10 per cent of the population who skewed towards middle-aged to older men didn’t like the subject matter of the campaign and were very vocal about it”.

Despite this apparent return on investment, Ms Hamilton-Smith adds a note of caution: “There’s a very fine balance with these campaigns – and Scrunch or Fold probably pushed it as far as UK customers are willing to go.”

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