Nobody likes your chatterbox ad

3 Jul

Clients, please trust your agencies when they tell you that there is too much going on in your ad and ask to cut back.

Businesses, like some people, tend to cover too much ground about themselves when given the opportunity, such as an ad.

You can probably recover personally from going on endlessly about yourself during an encounter. But out there in media land, your busy ad will be ruthlessly tuned out and will probably not be given a second glance again, despite all the media money you are committing to it.

If you can be short and sweet, your audience will far more likely welcome further engagement with you. If, however, you seize the moment to blab on about everything you think is great about yourself and include as many call-to-actions as possible, please don’t be surprised that the idea got lost (hoping there was one), the ad didn’t work and that no one wants to play with you now at recess.

Say one thing. Say it well. Say it memorably well. Then shut up.

Like these did.

ad against racism in sport with swastika kicking football

Lego ad imagining how a child sees a real plane from two simple lego pieces

Had ad with Hitler and Charlie Chaplin

Knorr ad for sealed storage bag that keeps fish fresh


4 Responses to “Nobody likes your chatterbox ad”

  1. tom hammarberg July 4, 2011 at 9:39 am #

    lovely examples Doug.

    Created in response to a ban on cigarette advertising. The iconic Silk Cut ads exemplify this approach to great effect. Recognition ran at 98% even without any logo or copy.

  2. Doug Brown July 4, 2011 at 12:33 pm #

    Tom I actually remember that particular ad! And that’s going back at least 20 years. It’s more than just a good simple ad, it shows you what good branding is all about too. Nice one.

  3. l July 5, 2011 at 1:51 pm #

    Thanks for this – I’ll have to direct clients this way when the old starburst conversation pops up again…and it will. Another means of pushing clients into simple ads is to ask them why twitter only allows 120 characters….it’s all you need as long as the copy and message is clear. Succinct messaging is more in today than ever and mainstream ‘traditional’ ads have to keep up.

  4. Doug Brown July 5, 2011 at 3:48 pm #

    Well I, it’s a gradual process convincing advertisers to be economical. But if you throw 5 things at someone at once, chances are they won’t catch any of them. Toss them one thing and your odds of retention go way up. Thanks for the comment.

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