Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand Suicide, Comment, Communication Strategy, Content, Context, Crap Campaigns In History, Crap Marketing Ideas From History!, Creative Development, Creativity, Differentiation, Emotion, Empathy, Focus Groups, Insight, Marketing, Marketing Fail, Relevance, Resonance
And before you think I am taking the piss with that title – which I am, a little bit, especially as with Corona, few people are out on the streets and no one knows what is going to happen with the entire industry, though it’s not looking good – I noticed this more than the majority of ads, even though they have had millions of pounds spent on audience research, concept testing, UX development and communication planning.
That’s not to say that stuff doesn’t matter – it obviously – but when the objective is to ‘fit in’ rather than ‘stand out’, you end up with crafted beige rather than ideas that literally demand to be noticed and explored.
Of course, it’s better if the way you grab people’s attention is with stuff that emotionally intrigues them rather than just makes them snort in derission, but even that is still better than walking past and not even noticing it, let alone not giving a shit.
You can tell it’s going to be a positive week can’t you?
Well don’t be in too much despair as I have 3 bits of good news for you.
1. It’s my FIFTIETH birthday on Friday.
2. There won’t be any posts all of next week as I’m on holiday.
[Though there will be messages of love to Jill and Paul who both have birthdays that week]
3. I am on holiday because Paul and I thought we were going to have a joint 50th involving traveling to different countries, but with Corona, it means I’ll actually be spending it at home … with a cup of tea … watching loads of episodes of Come Dine With Me. Christ Almighty!!!
See … told you I could cheer you up, even if everything is on fire around us.
19 Comments so far
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When you hit 50, the only job you’ll have in adland is wearing that yellow fluffy suit and handing out vouchers for a local restaurant.
Comment by Bazza June 8, 2020 @ 6:38 amI believe the advertising industry mandates that at 37 these days. Robert has, and will continue to, outwit them all.
Comment by George June 8, 2020 @ 6:48 amI am the cockroach of advertising.
Which as horrible as it is, is still better than being the amoeba of advertising – and there’s a hell of a lot more of those. You can tell who they are, they’re the ones who spend millions on work you never notice or are affected by.
Comment by Rob June 8, 2020 @ 7:50 amOnly you would dare to reposition cockroaches.
Comment by DH June 8, 2020 @ 5:15 pmHalf a century.
Comment by Bazza June 8, 2020 @ 6:40 amNo posts next week.
Not able to use your blagged free holiday?
Could next week get any better?
That comes over mean. I’m only joking.
Comment by Bazza June 8, 2020 @ 6:41 amI am glad you realized.
Comment by George June 8, 2020 @ 6:48 amI have new respect for Andy.
Comment by Bazza June 8, 2020 @ 6:57 amOh Baz, You coward. Hahaha.
Comment by Rob June 8, 2020 @ 7:51 amFor once Rob, I deserve that.
Comment by Bazza June 8, 2020 @ 8:13 amNot sure it will be reciprocated Baz.
Comment by DH June 8, 2020 @ 5:14 pmA momentous week for you Robert. I am looking forward to see what your final week of 40s post will be. As cute as this appears, there is a lot of venom in this. And entirely justified. As you say, when a person dressed in a fluffy monster outfit is noticed more than campaigns with millions spent on research, development and production, the industry is choosing to eat itself.
Comment by George June 8, 2020 @ 6:52 am“The industry is choosing to eat itself” is the best description I’ve heard in a long time.
Comment by Pete June 8, 2020 @ 7:13 amYep. What a perfect expression.
Comment by Rob June 8, 2020 @ 7:52 amI didn’t see the monster. Well, I must have seen it but my depleted neurons clearly registered it as an irrelevant gimmick.
Instead, I focussed on the guy in the cente of the image because I assumed him to be one of your colleagues whom you were mocking with the headline.
This is either a tribute to the consistency of your messaging or a failure of your concept testing. Or maybe a bit of both.
Comment by John June 8, 2020 @ 9:37 amIrrelevant gimmick. You’ve just added to Rob’s point about the state of advertising.
Comment by DH June 8, 2020 @ 5:17 pmIt’s what I do.
Comment by John June 8, 2020 @ 5:33 pmTurning 50 is big. Working out that means I’ve known you 25 years is bigger. Go on Rob, what have you bought for yourself as present? Another windmill? A guitar? A yacht? 10,000 packets of monster munch?
Comment by DH June 8, 2020 @ 5:18 pmAll of the above?
Comment by Bazza June 8, 2020 @ 8:17 pm