Web Copy Blog

Web Copy Blog header image 4

Entries from October 25th, 2007

The importance of irreverence in advertising

846 Comments · advertising laws

The G spot Café answers their phone with “hello” so the caller has to ask, “Is that the G’spot?” The response is: “Ob, yes, yes, my God, you’ve found it.”

Advertising is an expensive business. That’s why the Crime of Being Earnest is so common. So much is at stake, it’s hard to stay loose.

Yet, spend a few moments before you waste your money and watch people flicking a cross TV channels or flipping through a magazine; you soon realize that unless you first stop people in their tracks, you’ll never get around to delivering your message.

[


Applying the Jump principle in advertising

58 Comments · advertising laws

Originality is a boon to the advertising industry –I don’t mean intrinsically, in its own right, as some kind of artistic outlet for otherwise unemployable, young creative people.

Fact is, human beings respond faster to something original. Freshness and lightness have immediacy. Immediacy is attractive.

We are hard-wired to look for “the new.” The novelty of new focuses attention and as the first job of an ad is to get noticed (because only then will it be listened to), campaigns with truly original ideas have proved to be the most compelling of selling tools.

[


The benefits of disruption in advertising

428 Comments · advertising laws

If Al Ries’ Positioning was probably the most influential Law of advertising in the 70s, then Jean Marie Dru’s notion of Disruption has been powerfully successful in the noughties.

His philosophy reached back to the great campaigns of VW, Nike, Apple, Heineken, among others, to look what they had in common; he realized there was always, quite literally, a before and an after – a form of change characterized by a sudden transformation in conditions.

A breakthrough, a discontinuity, a creative leap, a revolution, a “disruption.”
From this analysis, Dru distilled not just a credo, but a redo, a new way to nurture great ideas, a way of thinking, a methodology.

[


Humour in advertising

71 Comments · advertising laws

One of America’s most successful exports has been canned laughter. It’s the staple diet of the world’s sitcoms, home video shows, comedies, and is now even used in children’s shows.

I’m amazed it’s not used in TV commercials (other than ironically). After all, telling the audience at home when something is funny would be useful in many TVC scripts, who seem to think they’re being funny when they seriously aren’t.

There’s a thing I cal ad-funny. It’s when something is only funny to the ad people who made it.

[


The law of relevance

77 Comments · advertising laws

I know some clients accuse creativity of occasionally committing the crime of irrelevance.

However, the reality is that your advertising message is competing with, well, reality. Your ad must not only be more interesting than other ads. It must be more immediately compelling than the editorial or programming surrounding it.

Way beyond that, your ad must also be more interesting than the other things in life that demand our attention.

Relevance, like beauty, is in the eye of the beholder. Frequently, what advertisers think is as relevant, as compared to what customers think, is as different as chalk and cheese. To a client, his ingredients are important.

[


Experience and advertising

65 Comments · advertising laws

Most creative people, in agencies throughout the world, have an encyclopedic knowledge of who wrote and art directed great ads of the past, going back almost half a century. Ask about the VW ads from the 1960s, Hamlet ads from the 1970s, Apple ads from the 1980s, Nike ads from the 1990s, etc.

Ask who created the British Airways ‘Face’ or Tango ‘slap’, Levis or Diesel, Perdue or Hathaway work.

Ask them even who directed the ‘1984’ TVC or “Where’s the beef? Creative people pore over award annuals, creative magazines that reproduce ads in loving detail and even, occasionally, advertising books that hero great work.

[


The impact of love on marketing

64 Comments · advertising laws

Love conquers all.

Do you remember the love Bug computer virus that swept the world a few years back? It proved that even the most hard-bitten business professionals will instantly open up an e-mail attachment simply because it came with cuts straight through alertness, cognitive processes, training, security protocols and, yep, good old common sense.

“Oob, someone out there loves me! Who, who/” Think about this as a tick: The Love Bug didn’t attack computer systems so much as human emotion, human optimism, human vulnerability, human hope.

“I love you.”

[


Links among advertising emotion and selling

45 Comments · advertising laws

As far back as the 1990s, world-renowned neuroscientist, AR Damasio, showed that no decision we humans make is based wholly on rational thinking.

Our highly developed neocortex equips us to perform wondrous feats of reason and analysis, but it is still wired up through our older, emotionally driven, biological brain.

Which means, no matter how hard we think that we have actually thought about a decision, we can’t make that decision until we interface with our senses, emotions, instinct, and intuition.

[


The law of selling

80 Comments · advertising laws

 “Advertising may be described as the science of arresting human intelligence long enough to get money from it,” said Canadian humorist Stephen Leacock.

Advertising is a means to an end. We are here to ring up sales not win gongs. Trouble is, too much advertising has become adept at drawing too much attention to itself for its own sake, without being able to go that final 95% of the distance, closing the deal for the product that is behind the idea.

It is argued by clients that advertising creative people have too many non-commercial preoccupations, like creative awards and funny shaped, glittering prizes.

[


The law of consistency

43 Comments · advertising laws

The law of Consistency has a natural-born enemy. The Crime of the New Broom. A change in the marketing department usually ushers in sweeping changes to agency, campaign and brand direction.

Problem is, the public often tires of a campaign at a much slower rate than marketing executives.

The history of advertising is littered with abandoned campaigns, like unfashionable spouses, that have been replaced with new models long before the original has worn out.
Or, sometimes, even worn in.

Consumers frequently remember a brand’s campaign long after everyone in the company’s organization has forgotten the name of the idiot client who canned it in the first place.

[