I’m back.
Did you miss me?
No, didn’t think so …
Anyway, a friend of mine recently wrote an article in the UK edition of Campaign Magazine about the state of outdoor advertising.
He made many good points – from the fact it’s now been relegated to ‘out of home’ categorisation to so much of it ignoring the basic principles of static communication by shoving so many words on it, you get the impression it’s a print ad, just repurposed for outdoor.
But for me, his point was not just about outdoor, but advertising as a whole.
Have a look at this ad by BBH London.
Nice isn’t it.
It ran in 1997 [I think]
Now look at this ad.
Same product.
Same agency.
Even the same line.
Horrible isn’t it.
OK, it’s not horrible by todays standards, but when you compare it to the ad they made 20 years earlier, it is.
And what’s with that ‘beautifully designed’ copy?
As if a car manufacturer would choose to make an ‘ugly designed’ car.
In the last 20 years, the standard of creativity has been severely dented.
Oh sure, Cannes is out there celebrating winners left, right and centre but there’s 2 flaws in their praise:
1. So much of it is scam.
2. The rest of it is niche.
But here’s the thing, the quality inside ad agencies has not diminished – if anything, it has improved – and let’s not forget, both of these ads were done by BBH … one of the all time greats … so I can only assume the shift downwards is being caused by clients focused on satisfying their ego rather than intriguing their audience.
Which makes me question whether clients understand what advertising is and how it actually works … because it seems they are of the belief the masses are sat at home waiting for them to tell them what they should care about so they can run out at the earliest opportunity and make the purchase.
Of course I know that’s not true and of course, I know there are some amazing clients out there – because I’ve worked with them – but maybe this madness is because clients are more focused on the words/phrases played back in their post campaign research analysis [ie: beautifully designed] rather than aiming for society be intrigued, excited or hungry for their brand.
In other words, for all the research and data we have on audiences, there’s far too much emphasis on what brands want people to care about them rather than understanding – and connecting to them – on what they actually care about.
So to Audi, please get back to communicating driver to driver, because not only is this ‘brand to consumer’ approach not working, it’s making you look like every other bland car brand in the category and that kind of defeats the purpose of investing millions of dollars in marketing.