So Absolutely Fabulous is making an anniversary return and, whether you’re popping the cork on your nearest bottle of Bollinger or think the joke has since worn as thin as a Gucci pashmina, it’s a story which has gained much interest. And rightly so. As Mark Borkowski suggests as he airs his opinions on the subject here and here, the level of promotion (and as a result, buzz) around the show’s latest outing is enough to make any PR team very proud. But the rest of his view, to me, is a little precious.
As a PR, I’m not remotely threatened by the damage Borkowski suggests will be wrought on my reputation, or that of my industry, by the characters in Absolutely Fabulous. The show, arguably a classic of British comedy, is populated by caricatures and scripted around hyper-real situations, told to the audience in a familiar comedic format, set to a laughter track. What’s more, it’s been part of the television landscape, on and off, for two decades. Will its appearance really make any difference to how PR and its people are perceived, especially when it’s worth noting that with the greatest will in the world, these new episodes won’t stray more than a few drunken steps from the themes of the original, for fear of disappointing a nostalgia loving audience?
My issue with Borkowski’s viewpoint is twofold. Firstly, it doesn’t matter what the wider audience thinks about Ab Fab; it’s what our audience thinks. Are we really suggesting that client budget holders, the channel owners, the industry experts, the media at large, the users of our skills and services, will base their opinion on something that’s been part of the national consciousness for so long? Anyone can tell I’m not from the Ab Fab mould within the first 30 seconds of meeting me, so what’s the worry? And secondly, if we’re going to think about changing perceptions, shouldn’t our time and effort be focused on building on the existing stature and value of PR to these aforementioned audiences, so we’re able to secure even larger shares of the budget? This, to me, should be based on what PR can and does achieve, and has nothing to do with bemoaning the misadventures of an obviously fictional character.
Yes, Lynne Franks received some stick through association, but that also didn’t stop her highlighting her role as the show’s inspiration (in true self-promotional style). Say what you like about her but Franks has always been a smart PR operator, especially when she recognised the value her association with Ab Fab delivered over any negative connotations, and went on to build a career out of it.
Getting hung up on a TV show which the entire audience knows is nothing more than a fashion-conscious joke seems a little like overreaction, or perhaps it’s simply a way of Borkowski saying something mildly controversial to generate some self-promotion of his own. I suppose that’s what ‘PR gurus’ are famous for.
