Monday, 16 August 2010

Notes to an advertiser

A few comments from somebody who works in advertising, but also remembers they are a member of the public.

1) Tomorrow’s technology today, is by its very essence, today’s technology today.
2) Innovation does not have a human face. And if it did, I’m sure it would be a very smug one that deserves a slap.
3) You are not freedom. You are not strength. You are not technology. You are not such stuff as dreams are made of. You are an overpaid actor talking nonsense from a script and selling your soul for the Yankee dollar. Bank balance 1 – Integrity 0
4) Social networking is just what it says. ‘Social’. It is not corporate. If a product says it has 56,382 facebook friends then it is probably because that product and their advertising agency have 56,382 employees between them.
5) A flash mob began as an anti establishment fun activity. By the people for the people. Not by a corporation for its customers. If you try to do a branded version you stand a very real danger of looking monumentally stupid. (Yes I’m looking at you here Dr Pepper)
6) Brand advertising that doesn’t include a product had better include at least a product truth. Otherwise it is nothing more than a bunch of egos tugging each other off.
7) Your product is not New and Improved. It is either New or Improved, it can’t be both.
8) If your product is now suddenly twice as good as it was, then it must have been really shit before. You know, when you told us it was great.
9) If I am buying a shampoo I neither know nor care what Pentipepsides are. You know I don’t know what they are, and I know you know I don’t know what they are. I also know you don’t know what Pentipepsides are either, so let’s stop kidding ourselves.
10) Fun size means small, which means I, as a consumer, get less. What’s fun about that?

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