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Want to cheapen your brand? Create an Advert!.
Everybody hates adverts at the best of times, be it watching a movie at the cinema or trying to watch your favourite drama or soap. The last thing you want to be subjected to his an advert about pile cream.
It’s expensive for the company advertising, £60,000 per showing. If you broadcast across the UK during a movie or drama. Not to mention the costs of producing the advert in the first place.
But if you get it right, the advert will become the talk of the land. If I were to say Guinness Horses and surfers, rhythm of life or bring it to life
Or Budweiser frogs
I know even without you watching the videos above you would know what I’m talking about. I said to Mike Aglony Guinness advert and he instantly went "tic follow toc tic follow toc". You might be thinking “but these are beer adverts of course you remember them!” but what about the Honda Accord advert with the domino chain of parts, Tangos Orange man or the Walkers crisps adverts with Gary Lineker.
That’s the power of a great advert, that it lasts years after it was last shown on tv. Guinness horses was first shown in 1998 and Budweiser frogs in 1995. Yet we all still remember the advert and more importantly the brand that it was associated with. It increases the customer's brand awareness and value of the brand.
But when it goes wrong the exact opposite will happen your brand becomes synonymous for the cheap and the tacky.
Bold 2in1 have a bit of history for bad adverts; the following is a quote from an advert in 2002.
“For a start the acting is terrible, the two who are supposed to be playing father and son are totally unbelievable in the role. They both speak their lines like they are fresh out of stage school and this is their first acting job. (Maybe it is, who knows?)” “It's a truly terrible advert. How it got passed by Bold executives for broadcast on TV is beyond me.” - http://forums.digitalspy.co.uk/showthread.php?t=185700
Or how about this review in 2013
Bold's ad team are obviously massive Philip Larkin fans. They've probably got stickers reading, "They f**k you up, your mum and dad" stuck all over their coffee machines. It's the only logical conclusion to draw after watching their portrayal of a modern father-son relationship. ” - Lanre Bakare The Guardian, Saturday 28 September 2013
This was posted this year for their latest advert and it’s no less damning of Bold's advertising campaigns.
Seen the Bold advert where the teenaged girl demands money for her phone then reluctantly agrees to 'do some chores' before saving money by buying said product? Anyone else really irked by how the teenager talks to her mum? If my daughter spoke to me like that I'd flush her phone down the lavatory and tell her to get a flipping job! - http://community.babycentre.co.uk/post/a25508911/bold_2-in-1_advert
Some might say people are still talking about the brand which can only be a good thing. But would you want your brand being discussed as being out of touch with the modern world? Bold 2 in 1 have been around since 1974. It seems pretty telling that they are still trying to advertise the product as “look you save money by combining detergent and fabric softener”. I EXPECT that what do you think this is the dark ages!?
To be fair to P&G (and by extension their marketing company) they have had some great adverts for instance if this doesn't give you chills you're dead inside!
I'm pretty sure the Bold 2 in 1 ads aren't cheap but they unfortunately come across that way. You have all probably seen adverts that have the owner of the company in them (or their staff).
Which always come across as being cheap, usually because they are. Another way to make yourself seem immensely cheap is to take an advert you produced in a different region and try and reuse it.
Glade - Touch n Fresh
Renault - Cheque
Febreze | "Karl's Room"
As an advertiser in what way do you think this is going to be a good idea? Do you think
- Our customers are too stupid to notice
- Our customers are too bored of this advert to care
- We are too cheap to warrant a different advert per region
- Our products are too cheap to warrant a different advert
- We don't care about different racial/social types in each region
I imagine most of the above brands would be horrified to be compared to the above bullet points. But just by dubbing your advert you are by default doing the above.
Cheap advert = cheap brand = your customers think you are cheap. It’s that simple. Think I’m wrong? Feel free to comment in the section below but I’m going to leave you with an advert that deserves to be remembered….
Morpheus Sings Opera in Kia K900 - Blue & Red Key
In 2016 and again in 2019 Richard was recognise in the BIMA 100 awards for his outstanding work in Tech, his passion for digital and his contribution to the industry.