Yarisham
I was watching TV (Predator) last night and I caught some adverts. They were all pretty much as you’d imagine, although one stood out for me as being particularly shit. The gist of this ad was roughly as follows: a ‘comical’ revenge sequence followed by a person ‘mistreating’ a crappy little car (obviously the reason for the ‘comical’ revenge sequence), i.e. You’ll love this car so much, you’ll hate people (no matter how close) mistreating it.
Firstly, I’ve seen this contrived ad (idea?) before, not this year, or three years ago, but like 10 years ago. I don’t recall the brand (it was shit then too), but I’ve definitely seen this (idea?) before, probably more than once. I have, of course, also seen this formula before, millions and millions of times. 30 seconds of some labored narrative that’s basically a problem and solution scenario resolved by an endline that smugly explains the point of what I’ve just watched.
Secondly, and more importantly, how can that possibly be worth my attention any longer?
Beyond the handful of agencies that are still clinging on, the majority of this type of communication must be failing, and surely will do so increasingly. Traditionally a ad was able to project a veneer, a ‘wall of deception’, that was neigh on impenetrable by the punter. A screen of press, posters and telly that was (back then) entertaining and trusted, because consumers had no where else to turn. They kinda just believed the messages, didn’t give it a second thought, why would they?
But, someone got greedy and lied, they told everyone stuff that wasn’t true, stuff that got them their Porsche’s and their cigars in the short term; but they weren’t thinking about the future. They kept saying the audience was stupid and you should treat them as such. But maybe they were wrong, maybe people are a lot smarter that these dinosaurs gave them credit for, and maybe they got tired of the same old stories and deception.
Maybe they moved on and decided to make it better for themselves.
So, can an ad really still convince someone that the 30′ they’re watching is the brand they need? Can an ad spin this yarn over and over and hope people will just keep believing and buy the product? Yes, an ad might be able to push someone to look at a product, but if it’s rubbish, they’ll find out.
It’s simple, if a ‘brand’ lives online it can’t lie, it can’t hide behind the wall. What brands/products do you know that aren’t online and how many people (audiences) do you know that don’t go online to look at stuff before they buy it. If you go into a TV shop and their are 5 people standing there, one works for the shop and the other 4 are bloggers that write about telly’s, who you gonna ask about which is the best TV for you?
How long can it be before the majority of clients start spending their ad money making products better? Or making the engagement experience, online opinion and contact with that product better, rather than spunking it on some (has-been) TVC?
Soon I hope, so I don’t have to be interrupted by this shit anymore.
It’s ironic, but there was a Currys ad that followed the car ad, and you know what, it was better. Because at least it was useful.
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Well said that man.
I think part of the problem is that most people who write TV ads (or press, or posters) have forgotten why those things exist in the first place. They aren’t imparting any new, or interesting, or different information about the product, they aren’t giving you a reason to to consider it, or to find out more, and they certainly aren’t imparting it in exchange for a well written or rewarding experience. It just has become lazily crafted branded nonsense, trying to create some unoriginal emotional message about the product. I agree at least Currys ad was probably providing some information.
I think it’s a real shame because the media are cinstantly abused by bad thinking and ‘modern’ branding nonesense, the media themselves get the blame (”you know what - TV ads are shit”) - whereas they probably have an useful role to play in the overall mix for many products - eg a widespread message about new development to pique interest. People are just using them in a sloppy, lazy, hackneyed way.
And another thing - why does that guy make his mate fall in the pond of smelly goo, when he has to drive him home in his car?
Yes. I should be in bed.
Yes, all that as well.