So recently I was served this ad by DropBox …
Look, I use DropBox and I find it useful but in all the years I’ve used it … I’ve never once thought it had unleashed my creative energy.
It’s an internet box.
To send/store files.
To others.
If that’s unleashing creative energy, then opening a banana is unleashing your creative energy and I’m pretty sure it’s not unleashing anyones creative energy.
And yes, I really did write ‘creative energy’ that many times in a single sentence.
Look, I get people want to make their brands interesting.
I get ‘creativity’ is one of the buzz words of the marketing community.
But please … all this is doing is making a mockery of themselves and marketing as a whole.
DropBox has a valuable role.
DropBox has a bunch of uses … from making it easier to steal office files when you leave a company to sharing information with your mates in an instant.
The only creative energy it unleashes is the creativity of your password making skills.
So stop it DropBox, own what you do because you do it well and there’s a lot of ways you could explain it that doesn’t make you sound like a bunch of sad sods. Especially when you say creativity in the most boring looking ad I’ve seen in ages.