When is an ad a good ad?
Any form of commercial marketing communications effectively is a pitch. It is the setting out of the stall, displaying the products and underlining the values and ethos of the organisation, and nothing is more public a stall-setting than advertising.
Two ads currently doing the rounds are worth comparing at the moment, have three-word strap lines and in both cases, the last word is ‘more’. Yet the quality of messaging is poles apart. The first is the ‘They do More’ Albert Bartlett potatoes ad with Michel Roux. What was he thinking? The man has a sauce named after him unlike any other celeb chefs – which is wrong; a wine based sauce ought to be called Floyd, or a cheese based one Worrell-Thompson – but he’s promoting a tuber vegetable with an, arguably, misleading strap-line: what more honestly can you expect a potato to do? Ask yourself; have you seen the ad and then felt compelled to rush to the shops to buy a bag of spuds?
At the other end of the scale is the John Hammond Guinness ad ‘Made of More’. It is pure advertising by association; until the very end, there is no mention of the product, yet by picking someone with strong views and an independent spirit it suggests those qualities would somehow be passed on to those that order a pint or two of the black stuff. Clever.
So when you put out your messaging, be aware that, for good or for bad, your audience is going to form an opinion of you. Creating a memorable strap-line is not enough; be it a television ad, or print, or any other form of messaging, you’re nailing your flag to the mast. If that makes you think, then good, that’s what it’s supposed to do: we think very carefully about how our clients come across, so you may want to give us a call.