Tuesday, 11 March 2014

If you think this ad is good, you don't understand how advertising works


The Bell's scotch spot from South Africa. It's a highly arousing, well written, well crafted advert that has the capacity to inspire real social change with adult illiteracy. But what's the scotch doing at the end? 

For advertising to work it has to be remembered. This ad doesn't work because although the content will be, the brand, Bell's Scotch, certainly will not. 

Why? Because Bell's is irrelevant to the story. It is simply bolted on at the end. Celebrating a personal triumph by cheers-ing with a scotch is flippant and forgettable. The advert will be remembered for its story, which is adult literacy, not about the scotch. 

The advert also fails to execute the story within the closed world of the brand. You do this to develop associations which help create and refresh memory cues so the brand is easily remembered in a buying situation. (E.g. Carlton Draught Beer Chase)

How simple would it have been for the guys to play scrabble in a pub rather than a cafe! 

And finally, it's simply not branded. Similar to Eaon Pritchard's what-should-have-been uncontroversial comments about the John Lewis Christmas ad, it would have been easy to insert distinctive branding throughout this spot. Again, helping build memory structures and make the brand come to mind easier. (E.g. Nike Possibilities) 

A brand that is not remembered is not bought.  

This may be an exceptional film but it is not a good Bell's Scotch ad. It is our job to use creativity to get brands both noticed and remembered which ultimately leads to them getting purchased. Failing this, like this Bell's spot, what value are we actually adding to our client's business? 

By Christopher Ott

Pritchard, E. (2013). How John Lewis get away with something 99.9% of brands should be wary of attempting. Mumbrella

19 comments:

  1. Great blog post.

    The idea I suspect comes from the brand story telling camp. Their theory is that brands need to own an emotion and tell a story around that emotion.

    The problem is they forget as you rightly state that the purpose of advertising is to get people to remember your brand and then hopefully buy it. Advertising is a solution to a business problem, lest we forget.

    The problem with such ads I think is they start form the wrong place. They start from deciding which emotion to own. Rather than what can we say about our product and then start to layer on the craft of being emotionally engaging or having impact.

    Am I am the wiser about Bell's whisky? Nope. Am I inspired by the man who who learns to read so he can read his son's book. Yes

    So great post Christopher, there clearly aren't enough post of this kind around today.





    ReplyDelete
  2. Thank you. Totally agree. The only thing I'd add is there's nothing inherently wrong with the story telling execution (In fact it's a great one to get your messages to stick), but when you use it, you have to make the brand or product the hero of the story. Something Bell's simply doesn't do. Cheers.

    ReplyDelete
  3. Hallelujah! I love both this article and the comments. Christopher, as a copy writer, what would you suggest we (as brand client) include in our briefs to encourage creatives to move beyond the brand story telling camp? As is the case with our agency. I do wonder if we really need to get a richer awareness of the cues for the brand, to help the creative team. ie. What triggers brand and category choice? Both consciously and unconsciously.
    Thanks again for a great post Christopher.

    alana

    alananews.tumblr.com

    ReplyDelete
  4. Hey Alana. I'd think if you're briefing your creatives and they're only coming back with 'storytelling' concepts then they need to add a little variety to their thinking - 'storytelling' should be just one of many techniques in a creatives' toolkit.

    But, like I said above, there's nothing inherently wrong with the storytelling technique. The Carlton Draught example from the 'What wires' post used storytelling while also bursting with memory-building brand cues.

    While it would be great if a brief contained all the relevant cues, I wouldn't think something like a deep dive research was necessary. The cues should be readily available to any consumer - which we all are.

    Cheers,
    Chris.

    ReplyDelete
  5. The post is written in very a good manner and it contains many useful information for me. ad network meaning

    ReplyDelete
  6. A fascinating dialog is value remark. I feel that it is best to compose more on this matter, it may not be an unthinkable theme however generally people are insufficient to chat on such subjects. To the following. Salud. http://omismedia.com/

    ReplyDelete
  7. After research a couple of of the weblog posts in your website now, and I really like your method of blogging. I bookmarked it to my bookmark website record and will probably be checking back soon. Pls check out my site as effectively and let me know what you think. what does native advertising mean

    ReplyDelete
  8. Great post, and great website. Thanks for the information! voci spot

    ReplyDelete
  9. Hey. Very nice web site!! Man .. Excellent .. Superb .. I’ll bookmark your website and take the feeds also…I am glad to locate numerous helpful information here in the article. Thanks for sharing. polus.media ad network

    ReplyDelete
  10. I am unable to read articles online very often, but I’m glad I did today. This is very well written and your points are well-expressed. Please, don’t ever stop writing. internet marketing

    ReplyDelete
  11. Good write-up, I am normal visitor of one’s blog, maintain up the nice operate, and It is going to be a regular visitor for a long time. Pavement Signs

    ReplyDelete
  12. I wanted to thank you for this great read!! I definitely enjoying every little bit of it I have you bookmarked to check out new stuff you post. Classified site in Mumbai

    ReplyDelete
  13. Well-Written article. It will be supportive to anyone who utilizes it, including me. Keep doing what you are doing – can't pause to read more posts. Thanks for the precious help. banderas publicitarias

    ReplyDelete
  14. We are really grateful for your blog post. You will find a lot of approaches after visiting your post. I was exactly searching for. Thanks for such post and please keep it up. Great work. corporate architecture Z├╝rich

    ReplyDelete
  15. Viral advertising will always win in the end simply due to the abundant measure of viewing numbers. A strong viral advertising strategy will encourage individuals to share an article, marketing company a podcast, a video or simply an online advertisement, resulting in exponential exposure by it's massive influence.

    ReplyDelete
  16. This is my first time visit to your blog and I am very interested in the articles that you serve. Provide enough knowledge for me. Thank you for sharing useful and don't forget, keep sharing useful info: photographe

    ReplyDelete
  17. I truly value this superb post that you have accommodated us. I guarantee this would be helpful for a large portion of the general population. Marketing agency Iran

    ReplyDelete
  18. Just admiring your work and wondering how you managed this blog so well. It’s so remarkable that I can't afford to not go through this valuable information whenever I surf the internet! free instagram likes uk

    ReplyDelete
  19. I think this is an informative post and it is very beneficial and knowledgeable. Therefore, I would like to thank you for the endeavors that you have made in writing this article. All the content is absolutely well-researched. Thanks... banderas publicitarias

    ReplyDelete