Doesn’t mean burying your head in the sand
control when she can’t.
So they will be in control of the family’s financial future when she or Dad are no longer there.
It’s simple, it’s effective and it speaks directly to the young families who should be taking out insurance.
We’ve always had life insurance and, although if you take out something like a life and endowment policy you will be fleeced (ask me, I know), you will have the peace of mind knowing that your kids will get the best shot at a future.
So, for tapping into that old ostrich adage and the fear of leaving your family destitute, this ad works as marketing communication.
So another Orchid for iWYZE and its agency, Joe Public.
I do sometimes wonder, though, given the heterogeneous nature of our society whether using phrases, sayings and experiences from a Eurocentric perspective is always such a good idea…
Despite what some radical university students may say, science is not Eurocentric (throw away Isaac Newton at your peril, people)… it is simply science.
That fact may escape the revolutionaries but, generally speaking, science and maths escape many South Africans.
Logic, she is not big in this country – this is why you need firepools (because it is well known that people in rural areas need buckets to put out fires); why a former Eskom chief executive can pick up R30 million after just 18 months in office; why No 1 can fire a finance min- ister and be surprised by the consequences; why a financial adviser can advocate a policy of nationalising banks, insurance companies and mines, which has never worked anywhere else it has been tried; and why there are those who demand t hat ratings agencies from the Brics count ries assess our prospects.
It re al l y galls me when I hear, or see, stupidity in an advertising context. Latest example is from Surge Africa, a company which makes devices to protect your sensitive electron- ics from lightning strikes or power surges.
When you look at the company’s website, you cannot fail to be impressed by its products and its ability.
So, why did they get a moron to write the script for their latest radio ad?
This promises us that Surge Africa’s products will protect your equipment from “thunder and lightning damage”. Seriously. Basic Science 101 for the idiot copywriter who put that together: Lightning causes damage.
Thunder, though it makes a big scary noise, is no threat to electronic equipment… unless it goes off right next to a sensitive microphone.
Again – as so often in other cases where I have awarded an Onion – I have to ask: who the hell approved this?
If it was someone from Africa Surge, I would take my business to someone who understands science.
If no one from the company checked the script, then I would worry about your attention to business detail.
So, Africa Surge, nothing you can do to protect yourself from this Onion.
BOOM!