It use to be that advertising was considered the comedian who was the opening act for the Rolling Stones. Nobody wanted to hear that guy. They wanted the Stones or Green Day or LAFMO. The point is, advertising was the opening act as we waited for the super star. Things have changed. Now there are a billion opening acts. A billion bad comedians vying for your attention. All screaming buy me, buy me, buy me. It gives us all a big headache and our only defense is to tune out and ignore every comedian we can.
We must entertain to be heard.
Two things need to happen.
First Agencies/Account people stop letting your clients do crappy stuff and then, through all kinds of media paid and un, try and get them into my head. It’s irresponsible and you are polluting my world with bad work that does your client no good. Stop it!
Second, marketing people stop thinking that more is better. More facts about your product/service, more price points, more products, more information, more reasons to buy. Quit thinking you don’t have to be entertaining or creative. You are not only wasting your money but people will hate you for putting crappy stuff into their spaces (heads, ears, eyes, social media living rooms etc.)
Do something that is smart or cleaver or beautiful or yes even conceptual. Something other than a carton of eggs with a big logo and a line that says BUY EGGS. Don’t be afraid to do great ideas. Don’t spoon feed your consumers they are big boys and girls and will resent you for the insult to their intelligences. Be Creative as you sell your products, tell stories, make me laugh, cry or just be in awe. You have to both entertain and sell. One with out the other is a waste of time and pollutes our little world with dirty smoggy Badvertising.
Stop it. Be creative.