five signs of fail: ads.
- The ad content and form is defined by the messaging of competitors, thereby validating their claims / insults.
- The focus is a direct reaction to opposing messages, and the campaign would not exist if those messages hadn't provoked it.
- The campaign intrigues without offering the audience anywhere to go for further information, even if they research independently.
- The images / messages contradict either the reality of the product, the reality of the brand, or other elements of the same campaign.
- The ad is based on an internet meme that is either lacking in mainstream appeal, or has already passed out of public consciousness. Related: the ad directly copies an established meme, adding nothing original.
These are my five signs of fail for advertising. Feel free to guess which specific campaigns inspired each point - I am giving away no-prizes.
3 comments:
2. Microsoft, "I'm a PC"
4. Stella Artois - light beer proceeds to damage automobile following month
5. Yop vs http://www.youtube.com/watch?v=o9698TqtY4A
... what came to mind from watching YTV or the ads before movies.
You nailed it on number two, and the others are solid examples, but not exactly what I had in mind.
Then again, I'm generally the type to give microsoft a hard time when possible.
5. Ooh, how about Koodoo mobility doing the human Tetris as interactive advertising.
Microsoft for every other option.
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