February 15, 2007Are marketers forced to create controversial messages?
Filed Under: Make advertising relevant again
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Great post from a new blog on my radar, 5 blogs before lunch, on "buzz marketing", in particular premeditated controversy, as a forced move (as opposed to a choice)
The rationale behind gems like Stupid Bowl's Snickers man-kiss, GM's robot suicide and even Orville Deadenbacher comes from a senior marketing executive at a Fortune 100 company and runs along the lines of:
...the only way advertisers can cut through the clutter these days is to advertise on "event TV" like the Super Bowl, and the only way to get "buzz" off of an event like this is to be controversial--outrageous even.
Riiiiiiiiiiiiiiiiight. So how long will it be before consumers throw in the towel on our ridiculous antics and give us up for good?
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Comments
Robert
The problem with these people is that they do not understand the meaning of "Event TV" when it comes to commercials. The worst example was the KFed spot where Britney's ex wakes up from his dream of glory and is working in a fast food joint. It would have been funny as a "disclose" if the first time you saw it was during the Super Bowl. But as everyone had seen it for weeks before over the internet... There was no "disclose." What there was, was a yawn. This is what is counter-productive when we convince clients they can amortize their investment over everything from TV to airline sick bags.
The only Event TV ever, was Apple's 1984 spot. It was hyped before the event without giving a hint as to its content. It ran ONCE... And never ran again! Do you know a single client who would have the balls to make the world's most expensive commercial (then) AND ONLY RUN IT ONCE?
Yet in reality, it still continues to generate hype and recognition for Apple. That's what I call "Event TV"
As I say... Clients and particularly agencies, don't have the balls to really do Event TV!
Cheers/George
Posted by: George Parker
