If you’re all things to all people, you’re not anything special. Just as focus groups round off the sometimes abrasive edges of creative genius, executives who want nothing more than to cover their asses take the fun out of advertising.
If you want to tell people that your product has ‘quality’ and ‘value’ (things that absolutely every manufacturer wants you to believe,) you’d better have a blow your mind statistic to back it up. Otherwise, save your money and write a white paper (or better yet, focus on your PR!) Ads are for your creative outlet. Show your colors!
Case in point: Wendy’s and Kia. I can’t say I’m the biggest fan of the guys in red wigs, the Flashdance tribute, or most surprisingly controversial, the President Fillmore soap on a rope spot, but creative heads rolled for the unconventional thinking that did get our attention (like it or not.)
Stay true to your target and your brand, and make it interesting. If it weren’t for the genuinely unique and entertaining ads, we would be subjected to the same message repeatedly during each commercial break.
1 comment:
damn fine. damn fine.
Post a Comment