I don’t if you’ve noticed, but lately it seems a lot of commercials look remarkably the same. Is this one of creatives flattering their rivals, or they just being lazy? I think it shows a marked lack of creativity.
There is a third option: a client saw a competitor’s campaign and demanded their agency copy it. If that’s happening, someone should be slapping the executive on the account, his or her boss and the creative team. We are supposed to be counseling our clients on what marketing works best.
Compare these commercials for the Chevy Cruz and the Volkswagen Passat.
See the similarities here? Talk about copycats.
This is just one example. There is a lot more of this going on. It’s not a smart thing to do. For instance
I think all it does is confuse the consumer and depress ROI. It confuses the consumer because after seeing each ad three or four times, they are going confuse the products. You can see how return on investment gets depressed.
To me is also makes the point that traditional advertising is getting tired. A truly compelling is on that stops a view from heading to the kitchen to get beer. It should not elicit the response of “hey, I seen that somewhere before.”
It is just another argument for social media.
The post PR 101 Weekly Rant #78 Is It Flattery – Or Laziness? appeared first on JJCC.
