Filed under: Comment
What’s the betting this ad came about because the client demanded something that represented ‘aspirational value’ whereas an image featuring a man/woman in gym gear – albeit more relevant – just wouldn’t give the brand the same image cues.
W
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S
And for a product that is allegedly for the home, that image doesn’t half look like an office reception area. [God I’m sounding like a client aren’t I!!!]
OK, so some people do live in houses that have massive, bare, soulless lounges – however even if that is the case, why is the man thrusting his no-doubt massive and virile cock in the direction of his son/daughter/wife/gayboy lover?
Why didn’t they go the whole hog and have a headline that says,
“The Product For The Alpha Male: Every Man Will Want To Be Your Friend And Every Woman Will Want To Be Your Cockpit”
I’ve talked in the past how corporate ego often pushes brands into adopting an aspirational positioning/image when in reality, they don’t deserve it / shouldn’t have it … however what bothers me even more [and let me tell you, that bothers me a huuuuuge amount] is when brands interpret ‘aspirational’ interms of ‘lifestyle attributes’ rather than human values.
Seriously, if I see another ad that packages snippets of ‘luxury lifestyle’ [often based on what the client thinks it means rather than the public] and implies that if you ‘buy this product you will get that lifestyle’ I will SCREAM!
I’m not denying aesthetics are important … but aspiration can be expressed in much more interesting and powerful ways and to ignore that is both treating your brand and your society with contempt.
The other thing that I can’t understand is how brand owners can think this is a feasible longterm strategy.
When every brand across every segment is seemingly creating ads that use the same picture-perfect, wealth-driven lifestyle imagery then they are getting themselves into a situation where the only way they can differentiate [ignoring things like changing their positioning/brand for the better – or even the worse] is to cram their 30 seconds of wallpaperesque advertising with even more high-end, lifestyle attributes … and let me tell you, when you’re selling ‘toilet duck’, that a bit fucking daft.
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Talking of fucking daft, I want to wish my best friend Paul a very happy birthday for today! Have a great one mate, but hopefully not as great as mine wasn’t, ha!
Filed under: Comment
On Sunday my wife turns 32 and yet somehow, she still manages to look 25 … whereas I’ve looked about 52 from the moment I was born.
More male/female inequality though maybe she’s been having botox and plastic surgery while I’ve been asleep.
Devious sods these women people!
Anyway, happy birthday my lovely … and yes, you will be spoilt rotten! 🙂
Filed under: Comment
Remember a while back I wrote about how WPP had created an agency especially for the DELL company called DaVinci?
Well apparently that name was only temporary because they’ve just announced what the official name is.
Well I suppose it’s better than “Inefficace” though that would be more appropriate given the kind of work they’re bound to produce 🙂
Filed under: Comment
Imagine my surprise when I opened Media Magazine [Asia’s “Campaign” … or as the journo’s on the mag like to think, “Campaign” is Europe’s “Media”] and saw this …
Apart from the fact I can’t actually remember saying it, I obviously failed in my goal because after 4 intensive days, the only thing people said to me was …
“Thank God I Don’t Have To See You Ever Again!”
Yes I am a sad, egomaniac bastard … but then did I ever claim to be anything else?
And for those that can’t understand the Y&R reference, click here and get with the program 😉
PS: Well done to Niko for his ‘Sherlock Holmes’ skills. He knows what I mean 🙂