Poking fun at old marketing cliche wins day
I LOVE brands which are so comfortable with themselves that they can gently poke fun at the old marketing cliches. And the latest Mercedes-Benz E Class advert does just that.
It features a group of gorgeous women bouncing along on beautiful horses in elegant motion. Two old codgers sit and watch the spectacle rush past the. One says to the other: “I love car ads, don’t you?”
It breaks the rule about product, product, product – but it brings a smile and you remember the car.
Great ad and it gets my first Orchid this week.
An Orchid (and maybe a biased one at that) for the Eagle Awards print ads, some of which have been running on our pages. Beautifully shot, they make the point in a sometimes off-the-wall way that winning this print advertising accolade isn’t going to be easy. And if you thought the ads were interesting, see www.eagleawards.co.za, and check out a really great piece of interactive promotion.
Orchids for all involved. – Brendan Seery
Nigel Fox writes: I don’t know about you, but every time I hear the new Standard Bank pay-off “Moving Forward”, I think of the 1980s spoof song of Star Trek that had the chorus: “Star trekking across the universe. Boldly moving forward, ’coz we can’t find reverse.”
Jessica Carolin, marketing manager of USN, has responded to Andrew Rowland’s comments last week about product packaging: “We can understand Mr Rowland’s concern; however, I’d like to confirm that the product quantity does correspond with the weight as stipulated on the container, even if the container itself is not filled.
“We have been using a container mould developed for our UK Diet Fuel product, which is a lot fluffier than the local version and therefore requires more space. We, too, were concerned about consumer perceptions upon finding the container partially filled and have therefore developed, and are in the process of launching, new packaging for the SA Diet Fuel.
“I hope that this will go some way to rebuilding our credibility with Mr Rowland, as while we have had some packaging challenges, our product certainly lives up to consumer expectations.”
Anonymous from the Cape writes: I would like to bring the following to your attention – for an Onion. The Toyota Hilux advert on TV shows a fun ride, catchy country and western music in the background. No problem there. But just before the final frames, the Hilux nips across a level crossing with a large train approaching.
Here in the Western Cape we have recently had two horrifying accidents at level crossings – a whole family was wiped out at one. Sadly, these accidents happen regularly over the years.
Driving a fun Hilux will not save the occupants from the driver’s misjudgement of crossing in front of a speeding train.