Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brand Suicide, Corporate Evil, Crap Campaigns In History, Crap Products In History, Cunning, Egovertising, Insight, Marketing, Marketing Fail, Prams
I know … I know … you would think I am over the whole ‘pram marketing’ thing by now.
Not just because I’ve written a ton about it [here and here and here and probably many other places] but because Otis is 2 and doesn’t need one anymore.
But I’m not.
Not while they keep putting out bullshit like this …
Like everything iCandy do, there’s so much that just pisses me off.
Let’s start with the colouring of the ad.
Orange.
ORANGE.
Who the fuck would want an orange pram?
I’ll tell you who, the pricks who own a lime green Lamborghini.
Yeah, those folks who are so bloody egotistical that they make sure absolutely no one can miss them.
Having a supercar to nip down to the post office to buy some stamps isn’t enough.
They need it in a shade of vomit that means even blind people can see it.
But that isn’t even the most annoying bit.
Look at that claim.
ABSOLUTELY FUTUREPROOF.
Errrrrrrm, does it turn into a bike?
What about a car?
Or a house?
Does it turn into anything OTHER THAN A BLOODY PRAM?
No, no it doesn’t … but yet again, iCandy have spouted a load of marketing twaddle because they don’t want to be in the pram business, they want to be in the innovation business and while I have no doubt that to give a pram 30 different configurations is quite an achievement, it’s still a pram and the innovation isn’t that soddin’ innovative.
But hey, they won’t matter to the fools who buy it … the same fools, as we identified earlier, who buy a lime green Lamborghini.
Because to them it won’t matter if they never use any of the configurations available to them because the purpose of purchase is not to ensure their child is protected and comfortable while being transported between the gym and the chip shop … oh no … for them, it’s all about being seen by everyone around them and being able to bore their ‘friends’ with a list of the prams features they will neither use nor understand.
Once upon a time there was a famous advertising slogan for the telecommunications company Orange that said:
The futures bright, the futures orange.
Well, thanks to iCandy, we have an updated version of that.
The futures bright, the futures fucked.