Bose speaker adWe’re back as promised to that corridor of horrors where tyro copywriters go to die. But this time we’ll focus on the context in which your headline/outer teaser is read and include a couple of positive examples.
First, some badvertising from Bose on the back of a Sunday newspaper insert… about as broad a demographic as you can find. “If you think watching TV is exciting, wait until you really hear it.” There are two things wrong here. First, the copywriter assumes universal agreement that “watching TV is exciting”. If it’s not a head-nodder then the reader is lost. But do we all agree that “watching TV is exciting”? Not likely. Second, there’s an intellectual contortion required to stay with the writer’s train of thought. When you switch from one action mode to another (watching… to listening) that’s some heavy lifting for the reader to do in their mind’s eye. Not likely they will stay around for the body copy, and neither shall we.
Wall Street Journal “welcome back”Now look at this envelope from the Wall Street Journal: “Welcome Back”. Apparently I renewed after a lapse but don’t remember doing so; naturally, I’m going to open the envelope to see what I agreed to. And when I get inside it turns out this is their standard “professional courtesy discount” offer; they WANT to say welcome back and maybe I will feel a little guilty about getting an offer that maybe I’m not entitled to so you can guess I’ll jump on that. The two simple words “Welcome Back” do a brilliant job of framing the conversation and getting me involved.
Coke Zero “don’t read” bannerSame thing with this Coke Zero banner that ran during the NCAA championship game: “Don’t read this banner. There’s basketball on.” Well, of course I’m going to read it because I can’t not do so. But in this chest-bumping environment I will give you huge points for the apparent cool factor. Yet it actually ties perfectly into their tag line, “enjoy everything”.
The copywriters on the WSJ and Coke Zero projects thought about the environment in which the prospect is viewing the ad, and meet them on their own turf. The Bose copywriter asked readers to switch from what they’re doing to what the writer wants them to think about. Which is better and more effective?
Viewers of this year’s NCAA March Madness On Demand see two commercials over and over again: a Buick ad where Peter Frampton sits in for the missing guitarist in the bar band, and a Coke Zero where a guy about to be executed by firing squad gets his last wish “and … ?”
Both are great spots the first time you see them because they rely on the unexpected, and they continue to be enjoyable the next few times as the message sinks in… then they become really, really irritating. The fault is not so much with the creative as the media buy: who knew they would be played to the point of exhaustion? Well, somebody did, but they didn’t bother to inform the creatives.
But actually there is something wrong with the creative: in both cases it has nothing to do with the product being sold. I bet you didn’t know that was a Buick ad till I reminded you (I had thought it was Hyundai, till I went back and checked). A desire for “more” could be applied to any of life’s positive experiences. These ads never go beneath the surface which is one reason they get tiresome so quickly.
If you’re creating campaigns and messages, think about the implications. Is there a way to make your message evergreen so people continue to be receptive after multiple viewings or readings? Think of a book or movie you like that becomes more interesting the second time through. What is it that keeps you involved… a story twist you didn’t notice the first time? Maybe a subtle graphic detail? And the plot itself is probably deeply satisfying, like the stories that ancient peoples told over and over till they became part of their identity.
Is there a way to make your ad that good? It’s worth trying, at least.
