As you read this, I’ll be on a plane to America – again.
Given I’m not back till Friday – and then there’s a long-weekend in the UK for Easter – that means there won’t be any posts till Tuesday. Hopefully I will have digested all the chocolate I intend to eat by then. Not to mention have got over the excitement of having my new car – which, is exactly the same as my old car – but that’s a post for another day.
Till then, I leave you with this …
So I recently saw this ad for a viagra type product on the tube …
How horrifying is that eh?
OK, it’s not quite as bad as the Eddie viagra ad I wrote about a while back … but it’s close.
From the terrible ‘When Harry Met Sally’ reference to the racially questionable ‘erect dreadlocks’, it’s the sort of rubbish you’d expect to see in a first year ad students book.
And I’m probably being unfair to first year ad students.
But even worse than that is that it comes from a company called manual.
Maybe it’s just me, but the words ‘manual’ and ‘viagra’ seem to be polar opposites.
I don’t know why, but when I see the word manual – in the context of intercourse – I think more of masturbation than copulation … and yet that is what they decided to call their company.
Weird.
At one point I was going to say that even that wasn’t as weird as ending the body copy of the ad with the words ‘Good News, Man’ … because I initially thought it another racist slur towards the guy with the dreadlocks … however having seen a few more of their executions, I see they say this in ALL their ads, even when it features a man without long hair.
Though I note none of them show their hairstyles pointing up.
Everything about this campaign smacks of a company that doesn’t know what erectile disfunction means.
From their ads communicating the effect of the product rather than the emotional benefit for the user, through to the fact the opening line on their website is, Hard Isn’t Always Easy.
I appreciate its an ad on the tube.
I appreciate most ads on the tube are even worse.
But this overly simplistic approach to communication is not building long term business, just a short-term transaction.
Maybe that’s fine for the founders … maybe they’re in it for a good time rather than a long time … but if you think how a strong brand can command a price premium and disproportionate audience loyalty, it blows my mind how few companies seem to care about this.
Oh they will claim they will.
They’ll say all the right things about thinking for the long term.
But the reality is to do that, you have to plant seeds [excuse the pun] for the future and many of these new companies are simply in continuous harvest mode.
Maybe they’re adopting the old saying of ‘make hay while the shines’ … I just hope they realize the other side of that is ‘prepare for your demise, because it’s coming’.
Happy Easter everyone …