Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brand Suicide, Comment, Corporate Evil, Crap Campaigns In History, Culture, Egovertising, Marketing, Marketing Fail
So I was reading a business mag [I know, I know] and saw this …
In some ways, I am kind of impressed that a company would be so blatant in its ‘greed is good’ approach.
Let’s be honest, most brands – even super luxury brands – kind of steer away from talking about cash so literally.
Instead, they use words like ‘exclusivity’ or ‘precious’ or ‘craftsmanship’.
I get why …
Not because they think talking about money is vulgar, but because they’re scared if they put a price against their brand, a competitor could say “we are even more expensive than them”.
Yep, that’s the kind-of fucked-up world we live in.
So when I saw this ad, I have to say it grabbed my attention by it’s sheer confidence/arrogance.
It’s an ad for the ambitious. The hungry. The never satisfied.
It’s an ad for those who want to change the World and get reap the rewards of it.
Or that’s what they’d like to convince themselves it is.
In reality, it’s an ad for the sort of guys who don’t give a shit about others.
The types who fuck others over and think that by saying “it’s just business”, it relinquishes them from all blame.
The people who believe money defines who they are and who others are.
The folks who say they want to change the World but really mean want to change their world.
There’s probably millions of these people out there.
They probably now hold ExcelAir in the highest of esteem.
I kind of admire that.
I kind of admire the balls of ExcelAir to ignore the sensitivity of the times and just go for it.
But I’d still rather shit in my hands and clap.
Especially when it’s delivered in an ad that looks like Stevie Wonder art-directed it.
23 Comments so far
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Don’t all bank account numbers look like telephone numbers?
Comment by Pete March 1, 2017 @ 6:28 amThey’re made up of numbers and there’s a succession of them. #copyfail
when the fuck did you turn into doddsy?
Comment by andy@cynic March 1, 2017 @ 6:34 amThanks Pete. You’ve made me feel better about the $11 left in my account.
Comment by DH March 1, 2017 @ 6:43 amNew chat up line ammo. Thanks dude.
Comment by Billy Whizz March 1, 2017 @ 6:50 amHappy to help.
Comment by Pete March 1, 2017 @ 6:53 amOh Pete …
In other news, I still remember when you told me about that audience you had identified as the “reluctantly rich”. Did you ever do any work off that as I’d love to see it in comparison to this stuff.
Comment by Rob March 1, 2017 @ 8:29 amsays the fucker who has more cash than a whole telephone exchange of fucking numbers. all stolen. from me.
Comment by andy@cynic March 1, 2017 @ 6:34 am“id rather shit in my hands and clap”.
thats made me the fucking proudest of you ive ever been. low fucking base but still something you should celebrate. with another fucking holiday no fucking doubt.
Comment by andy@cynic March 1, 2017 @ 6:36 amBefore you embarrass yourself, I’ve heard this expression before. Maybe on a TV show. Rob did not come up with it. He stole it, like he did to your money. But what do you expect from someone from Nottingham.
Comment by DH March 1, 2017 @ 6:45 ami should have fucking known.
Comment by andy@cynic March 1, 2017 @ 8:58 amOverkilled it with the green.
Comment by Billy Whizz March 1, 2017 @ 6:53 amI assume the art director thought they were being clever making the ad the same color as money.
Comment by Pete March 1, 2017 @ 6:57 amamateur fucking manipulator.
Comment by andy@cynic March 1, 2017 @ 7:16 amDo you mean Pete or the art director of the ad?
Comment by Rob March 1, 2017 @ 8:28 amI’d say the latter because Pete is a highly paid manipulator.
Boom Tish.
I agree Robert. There is something refreshingly honest and disturbingly vulgar about this work. Though executionally, it is pure vulgarity.
Comment by George March 1, 2017 @ 7:34 amThank you for actually talking about the content of the post rather than content of your prejudice towards me. Ha.
Comment by Rob March 1, 2017 @ 8:25 amSo, you’ve established what the true target market is. Your mission now is to explain how their media buyers knew you’d read it.
Comment by John March 1, 2017 @ 7:35 amMaybe they put it in Viz or a heavy metal mag to target unfairly rich guys from Nottingham.
Comment by DH March 1, 2017 @ 8:13 amPorsche, Private Jet, Porcupine? What’s the difference?
Comment by Ian Gee March 1, 2017 @ 12:05 pmPorcupines have needles on the outside.
Comment by John March 1, 2017 @ 5:24 pmAgree, agree, agree…
And, “I’d still rather shit in my hands and clap” is the best line I’ve heard this week!
Comment by theslingsta March 1, 2017 @ 4:45 pmIsn’t this ad just a worse version of the scam Bentley ad you like?
Comment by northern March 1, 2017 @ 7:26 pmYeah no subtlety to this ad. The color of the image kind of throws me off too. Thanks for the post.
Comment by historyoftelephony March 1, 2017 @ 10:56 pm