Everyone knows that advertising has to be clever, memorable, and of course original. Sometimes I see advertisements that make me scratch my head and wonder why that company's advertising director isn't out looking for a job. And sometimes I see ads that make me smile and say "whatever they are paying this guy it can't be enough." Obviously, a business owner aspires to have ads of the latter variety.
An important factor in advertising: it's gotta strike an appropriate balance between the three factors I mentioned above. I mean, there is this beer ad that my family and I saw on the Superbowl YEARS ago, and it was funny, so I remember it, but in truth, it wasn't original, so to this day none of us remember which beer company the ad was for. Similarly, there was a soft drink ad in which the salesman scorned his own drink, and chose the competition. While the ad was done in a funny way, it was a real waste of time, because I have no idea if he was selling coke and chose Pepsi, or vice versa. In essence, all that ad did was highlight the enormous similarities between coke and Pepsi. If you ask me (don't), that's an advertising failure.
If someone says "But I do have good news," it's almost unnecessary to say "I just saved a bunch of money on car insurance by switching to Geico." As annoying as some of their ads may be, it is obviously a very effective strategy, because people have learned to associate good news with Geico. It's a similar story with US window factory. If someone says "we told you so!" an an annoying enough tone of voice, you automatically think of US Window Factory. So whether the ad is enjoyable or not, they have succeeded (isn't getting mentioned on BOSD the height of success?).
Why then, one might ask, do companies still think of themselves as super clever when they re-use the same stale advertising strategy that graces at least five different ads in the Mishpacha Magazine each week:
The Economic Stimulus Package.
Seriously, when will these companies realize that they are no longer clever or memorable? And when will these companies realize that they are about six months and many companies too late to be anywhere in the same zip code as original?
Whether they are throwing a free tie in as a stimulus package for customers who purchase hats, or they sell a pre-cut wig at a reduced, or stimulus rate, or even if they sell a box of red, white and blue ices for cheaper, it's enough stimulation! The jokes about bailing out the bagel shop and providing stimulus packages of tomato dip are so old, so dead, it's laughable.
Seriously, enough! I don't even WANT to be bailed out!