AdTurds – Adverts That Are Shit Bad adverts. Badverts

12Jan/1127

Is it Morgan Freeman on the Morethan adverts?

More Than's 'Morethan Freeman' adverts, which riff off Morgan Freeman's folksy voiceovers from such films as The Shawshank Redemption, have inspired a lot of attention recently.

The most vexatious seem to be whether the voice in question is Morgan Freeman (it's not) and whether More Than had to seek the permission of Freeman to copy his voice (apparently they did).

AdTurds spies suggest that not only was Freeman's permission sought, the drawling actor also - allegedly - received a hefty lump sum for his (lack of) trouble.

And someone apparently from More Than helpfully popped up on the site the other day to explain that of course More Than sought permission before 'blatantly ripping off' his voice - their words, not mine.

My beef with the advert, which I quite like up until the last bit where the cheap pun and trying meme become horribly apparent, is that it plays on the borrowed interest from Freeman, and allows - if not invites - viewers to believe that Freeman is actually doing the voiceover.

A few people have poured scorn on this suggestion, pointing out that it's clearly that little fella at the end of the ad who is called 'Morethan Freeman' which, I think you'll agree, sounds nothing like Morgan Freeman.

Here's what fretful AdTurds have been typing into their search engine in droves (about 20K) over the past week. Again, I'm left to ponder whether this is a genuine happy accident for More Than.

Morethan Freeman search queries

is it morgan freeman on the more than advert
is morgan freeman in the more than advert
is the more than advert morgan freeman
is that morgan freeman in the more than advert
is it morgan freeman on the morethan advert
more than freeman advert voice
morgan freeman morethan insurance
is it really morgan freeman on the more than advert
is morgan freeman in more than advert
does morgan freeman do the more than ad
does morgan freeman do the morethan advert
is it morgan freeman in the more than advert?
morgan freeman and more than
does morgan freeman do the more than adverts
is it morgan freeman on more than adverts
is it morgan freeman on morethan advert
is it really morgan freeman on the more than adverts
is morgan freeman in the more than advert?
more than advert more than freeman
more than morgan freeman?
morgan freeman more than voice
morgan freeman on more than
did morgan freeman do the more than advert
is it morgan freeman in more than advert
is it morgan freeman on more than
is it morgan freeman on the more than ad
is it morgan freeman on the more than adverts
is it morgan freeman's voice in the more than adverts
is it morgan freeman's voice on more than advert
does morgan freeman do the voice for more than
is it morgan freeman in the more than ad
is it morgan freeman in the more than ads
is it morgan freeman's voice in the more than advert
is it morgan freemans voice on more than advert
is it really morgan freeman in the more than adverts
is it really morgan freeman's voice in the more than advert
is more than advert morgan freeman
is more than freeman morgan freeman?
is morethan freeman morgan freeman?
is morgan freeman on the more than advert?
is morgan freeman the voice in the more than advert
is morgan freeman the voice of more than
more than advert is it really morgan freeman
more than advert really morgan freeman
did morgan freeman do the morethan advert
does morgan freeman do the more than ads
does morgan freeman voice the more than adverts
is it actually morgan freeman in the more than advert
is it morgan freeman more than
is it morgan freeman on the more than ads
is it really morgan freeman on the morethan advert
is more than freeman morgan
is more than freeman really morgan freeman
is morgan freeman in the more than ad
is morgan freeman more than freeman
is morgan freeman on more than advert
is morgan freeman on the more than adverts
is morgan freeman the voice for more than
is morgan freeman the voice of the more than advert
is the more than advert really morgan freeman
more than ad is it morgan freeman
more than adverts is it morgan freeman
more than freeman morgan freeman?
morgan freeman more than advert?
who does the morethan freeman voice
who voices morethan freeman
does morgan freeman do more than advert
does morgan freeman do the more than advert?
does morgan freeman do the more than adverts?
does morgan freeman do the voiceover for the more than advert
is it actually morgan freeman on the more than ad
is it morgan freeman in the advert
is it morgan freeman in the more than
is it morgan freeman in the morethan adverts
is it morgan freeman on more than ad
is it really morgan freeman on the more than ad
is morgan freeman in the more than
is morgan freeman more than advert
is morgan freeman on the new more than advert
is that morgan freeman on the morethan advert
is that really morgan freeman in the more than advert
is the more than ad morgan freeman
is the more than advert actually morgan freeman
is the voice in the more than advert morgan freeman
is the voice on the more than advert morgan freeman
more than ad with morgan freeman
more than advert - is it morgan freeman
more than freeman is it morgan
more than freeman tv ad
more than insurance is it morgan freeman
morethan advert freeman
morethan advert is it morgan freeman
morethan freeman adverts
morethan.com morgan freeman
morgan freeman advert insurance
morgan freeman doing more than advert
morgan freeman in morethan
new more than advert morgan freeman?
did morgan freeman do the more than advert?
does morgan freeman do the morethan freeman advert
does morgan freeman do the voice for the more than advert
does morgan freeman voice the more than advert
is it actually morgan freeman on the more than advert
is it actually morgan freeman on the more than advert?
is it morgan freeman doing the more than adverts
is it morgan freeman in more than
is it morgan freeman in more than ad
is it morgan freeman in the more than adverts?
is it morgan freeman in the new more than ad
is it morgan freeman in the new more than advert
is it morgan freeman in the new more than advert?
is it morgan freeman on advert
is it morgan freeman on morethan ad
is it morgan freeman on the more than ads?
is it morgan freeman on the new more than advert
is it morgan freeman voice on more than advert
is it morgan freeman who does the more than adverts
is it morgan freeman's voice on the more than ad
is it morgan freeman's voice on the more than adverts
is it morgan freemans voice in the more than advert?
is it morgan freemans voice on the more than advert?
is it morgan freemans voice on the more than adverts
is it really morgan freeman doing the more than advert
is it really morgan freeman in the more than ad
is it really morgan freeman more than
is it really morgan freeman's voice on the more than advert
is more than freeman voiced by morgan freeman
is more than morgan freeman
is more than morgan freeman?
is morgan freeman more than
is morgan freeman the voice on the more than advert
is that morgan freeman in the morethan adverts
is that morgan freeman on the more than ads
is that morgan freeman's voice in more than advert
is that morgan freemans voice in the more than advert
is that really morgan freeman on the morethan advert
is the more than advert morgan freeman's voice
is the morethan advert morgan freeman
more than tv advert with morgan freeman
morgan freeman does more than advert
morgan freeman in more than
morgan freeman in more than advert?
morgan freeman in more than adverts
morgan freeman in morethan advert
morgan freeman more than advert voice
morgan freeman voice advert
morgan freeman voice more than advert
morgan freeman voice on more than
morgan freeman, more than
new more than advert with morgan freeman
did morgan freeman sue more than
did morgan freeman voice the more than advert
does morgan freeman do the more than ad?
does morgan freeman do the more than commercial
does morgan freeman do the morethan
does morgan freeman do the voice for more than adverts
does morgan freeman do the voice for the more than advert?
does morgan freeman do the voiceover on more than advert
does morgan freeman narrate the more than advert
does morgan freeman speak on the morethan advert
does morgan freeman voice the more than
does morgan freeman voice the more than ads
dud morgan freeman do the morethan adverts
freeman more than advert
is is really morgan freeman's voice in the morethan advert
is it morgan freeman in more than adverts
is it morgan freeman in morethan ad
is it morgan freeman in morethan advert
is it morgan freeman in the advert for more than
is it morgan freeman in the more than ad?
is it morgan freeman in the morethan advert?
is it morgan freeman morethan advert
is it morgan freeman on more than advert?
is it morgan freeman on morethan
is it morgan freeman on the more than
is it morgan freeman on the morethan adverts
is it morgan freeman speaking in the more than advert
is it morgan freeman that does the more than advert
is it morgan freeman voice more than
is it morgan freeman voice on more than ad
is it morgan freeman's voice in more than advert
is it morgan freeman's voice in the morethan advert
is it morgan freeman's voice on more than
is it morgan freeman's voice on more than ad
is it morgan freeman's voice on the advert
is it morgan freeman's voice on the more than advert?
is it morgan freeman's voice on the more than adverts?
is it morgan freeman's voice on the morethan advert
is it morgan freemans real voice on the more than advert
is it morgan freemans voice in the morethan adverts?
is it morgan freemans voice on the more than ads
is it morgan freemans voice on the more tthsn advert
is it morgan freemans voice on the morethan
is it morgan freemans voice on the morethan advert?
is it morthan freeman
is it really morgan freeman in the more than ad?
is it really morgan freeman on more than advert
is it really morgan freeman on the advert
is it really morgan freeman voice on the more than advert
is it really morgan freemans voice on more than advert
is it really morgan freemans voice on the more than advert
is more than advert actually morgan freeman
is more than advert freeman morgan freeman
is more than advert really morgan freeman
is more than advert voiced by morgan freeman
is morethan freeman
is morethan freeman morgan
is morethan freeman voiced by morgan freeman
is morgan freeman doing the more than
is morgan freeman doing the more than advert
is morgan freeman doing the voice in the more than advert
is morgan freeman in more than ad
is morgan freeman in the more than ads
is morgan freeman in the morethan ad
is morgan freeman in the new more than ad?
is morgan freeman in the new more than advert
is morgan freeman in the new more than adverts
is morgan freeman on more than ad?
is morgan freeman on the advert more than
is morgan freeman the voice im the more than advert?
is morgan freeman the voice in the new more than adverts
is morgan freeman the voice of more than advert
is morgan freeman the voice of more than insurance
is morgan freeman the voice of new more than advert
is morgan freeman the voice of the more than ads
is morgan freeman the voice of the more than adverts
is morgan freeman the voice of the more than adverts?
is morgan freeman's voice on the more than advert
is morgan freemans voice on the more than advert
is morgan freemans voice used in the more than advert
is that morgan freeman in more than
is that morgan freeman in more than advert
is that morgan freeman in the more than ad
is that morgan freeman in the more than ads
is that morgan freeman in the more than adverts
is that morgan freeman on the advert
is that morgan freeman on the more than ads?
is that morgan freeman on the more than advert?
is that morgan freeman's voice in the more than advert
is that morgan freeman's voice in the more than adverts
is that morgan freeman's voice on the more than advert
is that morgan freemans voice on the more than advert
is that morgan freemans voice on the more than advert?
is the more than ad really morgan freeman
is the more than advert actually morgan freeman?
is the more than advert morgan freeman?
is the more than advert morgan freemans voice
is the more than advert really morgan freeman?
is the more than freeman ads actually morgan freeman
is the morethan voice morgan freeman
is the morgan freeman advert voice his voice
is the new more than advert morgan freeman
is the voice on the more than advert actually morgan freeman
more than ad morgan freeman?
more than ads + morgan freeman
more than advert - morgan freeman?
more than advert is it morgan freemans voice
more than advert is it really morgan freeman?
more than advert- is it morgan freeman
more than advertisement with morgan freeman
more than adverts morgan freeman?
more than adverts with morgan freeman
more than freeman actually morgan freeman?
more than freeman ad real
more than freeman copyright
more than freeman is it really
more than freeman is morgan freeman
more than freeman really morgan
more than freeman voice?
more than insurance advert is it morgan freeman
more than insurance advert more than freeman
more than insurance morgan freeman voice over
more than insurance morgan freeman?
more than insurance tv advert morgan freeman
more than is it morgan freeman?
more than is that morgan freeman
more than morgan freeman ads
more than morgan freeman adverts
more than morgan freeman impression
more than morgan freeman insurance
more than morgan freeman's voice
more than really morgan freeman?
more than tv ad, morgan freeman
more than tv advert real morgan freeman?
morethan freeman is it morgan



Posted by Robin Brown

Tagged as: , , Leave a comment

  • Pingback: Tweets that mention Is it Morgan Freeman on the Morethan adverts? | AdTurds - Adverts That Are Shit -- Topsy.com

  • Metwort200

    I’ve got a microscopic cock.

  • Dock

    I complained to ASA about the misleading nature of this ad, explaining exactly why. Firstly they replied just repeating over and over again that they think it’s clear, giving no rationale whatsover.

    So I repeated my request and rationale for their explanation of their position, citing lots of apparent confusion and bad feeling produced on the internet, in particular I cited this blog post to them and actually copied in all the search terms to the email.

    A higher up manager replied this time, but he simply said he thinks people know it’s a spoof and they honestly can’t see the harm.

    I asked whether he’d actually seen my second email detailing all the proof that it’s not clear at all and asking for the rationale or what tests or surveys they have conducted etc, rather than just a repeat of their position. And I included quotes showing people’s distress at either not being to tell, or believing it’s morgan freeman, or wrongly saying publically that it’s morgan freeman.

    The same guy replied, now saying that I appear to have misunderstood the role of APA because an ad has to break the broadcasting code, and “The fact that there is discussion on the web about the ad and about whether the ad features the real Morgan Freeman, and whether it is acceptable for an ad to feature an impersonator of Morgan Freeman, doesn’t necessarily indicate a breach of the Code” especially since Freeman or his agents appear to have given permission, and since he “can’t see how the creative aspects are misleading anyone to their detriment.” But he nevertheless admitted that ASA had received, as of yesterday, 7 other complaints along the same lines.

    I would be very interested to hear from the owners of Ad Turds or any readers whether they think it is defensible for ASA to claim it doesn’t break their code when it clearly is misleading and clearly people are at least somewhat distressed by it in various ways, as I was.

    And I’m curious whether any money has changed hands between Freeman’s agents and More Than Insurance, because utlimately even though the voiceover isn’t Freeman, if he has given permission, then he might as well have sold out entirely and done it himself.

  • http://www.robinbrown.co.uk Robin Brown

    I imagine the defence is that if people do get the wrong impression then it’s fundamentally harmless, which is probably fundamentally true. I heard a suggestion that Morgan Freeman received a hefty fee for agreeing for his vocal likeness to be used, but can’t vouch for that.

    In the main I think it’s a bad adverts that borrows something from Morgan Freeman and probably benefits the brand – but worse things happen at sea eh?

  • Dock

    Personally I think it’s quite a strange argument to say that deceiving people isn’t intrinsically unethical, you have to show some kind of additional harm. What does that say about the regulators of the underlying businesses, in this case in the insurance industry.

    Anyway I gave them evidence of personal harm that people were expressing about how it made them feel, whether from assuming it was Freeman or just not being able to tell.

    Yeah worse things happen at sea. But now instead of that voice being associated in my mind with Shawshank, I’ve got an image of Red & Andy going out on their boat in Mexico, only for convicted murderer Freeman to turn round & say fuck you Tim old boy, I’m off to the big city to be an insurance saleman/con artist

  • Jacqui Hance

    Well I think it’s a good impersonation of Morgan’s fab distinctive voice and good on More Than for making the ad pun as that’s all it is. Why do people get so technical about this ad, at least it’s not irritating like others, go compare and just enjoy it for what it is, simples!

  • First-choice-chef

    personally, i think you are being a complete bellend, learn to either love it or turn over, but don’t come on here bitching like a twat!!!! get over yourself!

  • Media1986

    Agreed. @Dock – you need to go out and get yourself a job or at least a hobby. Turn off the day time television!

  • Torres_0

    Josh Robert Thompson actually does the soundalike voice.Morgan Freeman was asked permision and paid a fee for the privalige.

  • Mancbiker

    I have a small cock

  • The voice of reason

    jesus, some of you need to calm down. it’s really not that big of a deal

  • Duggy5

     …You were ‘somewhat distressed’ by an advert on the television? Good grief.

  • Janette Little

    I only asked a question and was bombarded with all this tripe.  Don’t think I’ll bother again.

  • http://www.robinbrown.co.uk Robin Brown

    eh?

  • nath24nath

    oh god people get a grip on life. they have used a small play on words with the morethan/morgan freeman ad. they sought permission it was all done legally and right. at the end of the day it is humorous it makes me laugh. and if it really makes you all waste 5min of your life complaining about it in forums then you really are all slightly socially impaired. I, on the other have only wasted five minutes replying to you. This makes me infinitely more socially superior – even though my knob is tiny.

  • Milosz

    I doubt Morgan would agree regardless, not knowing what can be said in the advert in future. It could be something bad for his image. Also, the fact is that they gain popularity on a lie. I was convinced that it was Morgans voice and would trust the brand. Not anymore. Regardless the truth about whether Morgan was paid or not it i s not transparent business behaviour.

  • Anna Marie Kenward

    I reckoned it was actor Chris Barrie doing the ad and the voice, but my kids all dispute that it is him. Please tell us who it is!! Thank you.

  • Mrfancypants

    Oh my god. Just stumbled upon this site as I am one of many people who wondered if the ad was voiced by mr freeman or not. Now I know it is not. End of. My curiosity is quelled. And that’s all it was……. Curiosity!
    What I have stumbled upon is a very sad bunch of people questioning far beyond necessary and even lodging complaints for apparently misleading ads.
    I know it’s really difficult for you all to comprehend the real world beyond stamp collecting and masturbating but it’s an advert! That’s all! An ad!
    I can’t believe apparently intelligent people get so upset about such trivial things.
    Any way, I’m off. Lodging a complaint against some insurance companies for their apparently fake and misleading fake meerkats and pavarotti lookalikes.

  • http://www.robinbrown.co.uk Robin Brown

    Wow, you’re such a hero.

  • Mrfancypants

    No. I’m no hero. Just a normal guy frustrated by societies lack of common sense and ability to see humour.

  • http://www.robinbrown.co.uk Robin Brown

    It’s more than possible to do that without slinging snidey – and, more to the point, deeply unfunny – insults around. 

  • Bob

    Did you really complain about an advert? I CANNOT STAND bored people like you.

  • Paulh083

    The whole point is that its NOT him you artard.

  • Anonymous

    Wow

    Some people have WAY too much time on their hands. It’s an Ad. Ads are all shite. They are not social statements, they are crafted lies to sell goods and make money, end of.

  • Anonymous

    I have no doubt of that.

  • Maccacracket

    Distressed?????? Did your mummy breast feed you into your 20′s? Get up, open the curtains and take a look outside of your window and try and engage with the real world!

  • Bc_miniwench

    Haha you actually said you wouldn’t use an insurance company because of their advertising technique?there are plenty of reasons not to like insurance companies but thats just ridiculous!! haha transparent business behaviour from an insurance company, ah what a chuckle

  • http://www.facebook.com/stephen.leather Stephen Leather

    So true!  I love the ads. They’re funny.  Wouldn’t make me buy insurance from them, but so what?

» «

"...industry blog..."
Janet Street-Porter

AdTurds pages

Recent AdTurds

Categories

Best AdTurds

AdTurd Feedback

  • Gs7613: I expect this is a case of negative advertising. The advert got a lot of people talking about it
  • Dom Walton: Nice juxtaposition of the Saveloy, other than that a full-on adturd.
  • Jon:  Just got back from seeing Avengers, and they played this turd in front. Decently shot, decent concept. Shame...
  • Len: I stumbled upon your site after myself thinking about starting a blog/video blog about shite adverts. I am...
  • Spurdon: Good stuff. I’ve just bookmarked your site. The Paddy Power ads are nasty and manipulative. 
  • Kymera: The Jacamo adverts, where one guy slides across to a woman and says something so arse-wipingly inane and/or...
  • Kymera: A friend asked me to help paint a room for her a week or so ago. We went looking for paint and she picked up...
  • Robin Brown: Done!
  • Steph: I FUCKING LOVE CAPS LOCK!!!!!
  • Steph: ffs dulux! between you, specsavers, halfords and go compare, my mute button is near enough worn clean off!

AdTurds on FaceFuck

Older AdTurds

Blogroll

Adturd Tags

Advertising Standards Authority argos barclays bmw boots bt bt family cadbury's caraconfused comparethemarket.com ComparetheMeerkat.com Confused.com diet coke eurostar fiat ford gillette gio compario go compare halifax haribo iceland john lewis kris marshall littlewoods marks and spencer mcdonalds moneysupermarket.com More Than morethan freeman natwest nike paddy power redknapp sainsburys samsung jet stephen merchant toyota vancompare.com volkswagen webuyanycar.com wonga.com world cup worst adverts of the year x-factor