Which Comes First: Thinking or Trigger-Pulling?
No one needs another blogger to bemoan the state of advertising.
But…
I just took a fast drive through Manhattan on my way out of Dodge and couldn’t help but notice yet again how the taglines of the expensive billboards, standing proud in that big bold type, are all afterthoughts. Paid for, yes, thought about - no.
Everything I saw was either totally unoriginal or purely stupid. So: Is anyone thinking?
Take the “Love Blows” billboard for new Hollywood studio release Heartbreak Kid, a wholly unnecessary Ben Stiller vehicle/remake of the Elaine May classic (no need for quotes). And the “Love Blows” billboard for the equally as stupid Dane Cook/Jessica Alba snorer Good Luck Chuck.
Come to think of it, I have seen those two words — blows being the latest gotta have variety on “sucks” — featuredin no less than five TV and movie shows as their whole campaign recently. What’s this means? The ad agency never leaves the office or pays attention to the world around them or they’re underestimating the billboard-viewing public like never before.
Ah for more examples of repeat advertising see the sidebar on those five “Like No Other” campaigns documented in the Punk Marketing book.
Alas it’s not only well-worn, badly-timed cliches. There are also senseless companies like Kenneth Cole who get all socially responsible in their outdoor ads–when all we want from them is a comfy, classy pair of shoes! What dumb ass ad guy told Ken Cole senior execs it was time for them to do WAR messages (”The AwearNess Campaign,” I kid you not) rather than tell the public about their latest brand extension!
The last headshake for today was for Manhattan MiniStorage, another conglomerate like above who for whatever reason wants us to believe they are another down-home local Mom and Pop. First, there are no more of those, so stop the posturing and get all corporate on us. Second, the ads they toss around town are trying so darn hard to be Gawker-like cool, it appears that their ad agency has forgotten what they do: give folks a place to toss their porn between relationships!
First ad up was, “Your closet is so shallow it makes Paris look smart.” Huh?
Followed by, “Your closer’s scarier than Bush’s agenda.”
Then…I’m embarrassed to be replaying it. I’m not even certain they know what they did. See, like Ken C before them, they have a need to be overt about their politics. So MMS has gone mad touting: “Your Closet Space Is Shrinking as Fast as Her Right To Choose.”
Subtle, not? Yes, the Justices are gunning for a woman’s right, we get it. There’s nothing wrong with trying to bash any political party at this point in the calendar. Yet there’s a problem, one that will not get them any mini clients. Alongside those brash words is a simple wire hanger.
It is kinda possible that the iconic hanger is their standard trademarked logo and they neglected the symbolism. But I’m pretty sure someone said “Ah let’s do it!”
A nicely-done caricature of the Supremes would have gotten the point across bette, and you know that would have taken more time.
And just a wee bit more thought.
Welcome to the world of slopping, tacky advertising - the late 2007 edition.
