So recently, someone sent me this from the US …
It definitely raised my eyebrows reading it.
Mainly because – regarding Prince Andrew – it was absolutely true.
And while it was definitely done for ‘attention seeking’ purposes … and the company behind it has, as far as I can see, absolutely no connection to the Royal Family in any way … it is STILL better than most brands trying to hijack a cultural moment for their own benefit.
Maybe it’s because of the subject matter, one few would dare to play with.
Maybe it’s because they went all in with their headline, rather than blandom bullshit.
But when a mini-storage billboard – using terrible font and imagery – still produces something much better than the ads from brands trying to ‘hijack’ the Boris resignation, you realise 3 things.
1. The corporate desire to blend in more than stand out.
2. The lack of pointed headlines in communication.
3. The phone-it-in approach to comms planning.
Don’t get me wrong, I wouldn’t advocate using Prince Andrew as a figure in any of my clients ads either … but I’ll remember that billboard far more than whatever BK and countless others did during a mass ‘high profile’ moment.