Iāve just seen the freshest piece of advertising Iāve seen in years.
But it wasnāt advertising.
At least not in the sense the new media gurus mean: mobile-optimised, content-curation, storytelling, native advertising, big data, multi-screen experience, video-play platform.
Read more on GREAT ADVERTISING ISN’T JUST GIMMICKS…
Chris Blackwell was born in Jamaica and went to school in England.
When he went home to Jamaica he tried various jobs, but didnāt like any of them.
The only thing he loved was Jamaican music.
Read more on DIFFERENT IS WORTH MORE…
Economic Progressivism sounds like a difficult concept.
It sounds complicated but, like anything, it neednāt be.
Not if you put it in plain language.
Like anything it just needs explaining in terms your audience can understand.
Read more on YOUR AUDIENCE’S LANGUAGE…
(From āTHE OTAGO DAILY TIMESā – New Zealand.)
āWe were trapped for thirteen hours in our own carā Brian Smith explained to reporters in Alexandra, āand the emergency services told us that weād have died if weād been there for another half hour.
Itās a keyless car, so when the door was shut and we didnāt have the transponder key, we couldnāt get out.
We tried to smash the window with a car jack, and we sounded our horn, but it was Guy Fawkes Night and nobody noticed it, due to fireworks.
We were trapped.
By morning, my wife Molljeanne was unconscious and I was struggling to breathe, when neighbours finally rescued us and took us to hospital.
Iāve since been shown that I could have opened the door manually with the door handle, but I didnāt know that then.
I thought the doors would only work with the transponder, so I didnāt try the handle.
I think all owners of keyless cars need to educate themselves in how to operate their car.ā
So letās get this right.
This guy and his wife sat in their car for thirteen hours and nearly died because it didnāt occur to them to try the door handle.
That sounds pretty stupid, weād never do that would we.
And yet we do it every day.
We are so overwhelmed by how complicated weāve made everything weāve lost the ability to use simple plain old common sense.
No wonder creative departments are confused.
What exactly is their job?
Is it: native advertising, content curation, storytelling or ideation, big data or hyper local, demographics or psychographics, semiotics, neuro-linguistics, or behavioural economics, choice architecture, cognitive dissonance, loss aversion bias, the sunk-cost heuristic, hyperbolic discounting, or confirmation bias, CRM, SEO, KPI, RPI, or CSR?
In fact theyāre expected to know about all of these.
Recently, Tim Bell was giving a talk on political advertising.
He and Saatchi helped Thatcher win three elections in a row.
They know all about the complicated world of political advertising.
Tim said this:
āThere are two strategies in political advertising.
Either: Itās time to change.
Or: Itās not time to change.ā
Tim and Saatchis won Thatcher three elections in a row by keeping it simple.
One of the simple things Tim understands is the difference between advertising and marketing.
Advertising isnāt marketing.
Advertising is the voice of marketing.
But most advertising people donāt know that.
Consequently a lot of advertising looks like a marketing mood film with a two second logo on the end.
It keeps everyone in the clientās marketing department happy.
It ticks all the boxes.
And itās bland and invisible to the consumer.
Because everyone forgot the simple job.
Will ordinary people notice it?
Why should they buy it?
We donāt ask those questions because everything is too complicated.
Read more on DON’T OVERTHINK IT…
In 1957, a billion Chinese were going hungry.
Mao Zedong couldnāt admit this was because of the failings of his communist agricultural policies.
The reason must be something else.
He heard that sparrows were eating lots of grain.
Read more on THE GREAT LEAP BACKWARDS…
Lindsey Stone had a joke going with a friend on Facebook.
They used to post cheeky, irreverent photos of themselves challenging authority.
If they saw a NO SMOKING sign theyād take a picture standing next to it with a cigarette.
Read more on THE DEVIL IS IN THE DETAIL…
In 2006 Appleās revenues were $19 billion.
The iPod alone was $7.7 billion of that, it had 90% of the personal music-player market.
Things were looking good.
So why did Steve Jobs wake up in a sweat?
Read more on MAKE FEAR YOUR FRIEND…
Marc Koska is not a doctor, yet heās saved nine million lives.
How did he do that?
He did it by preventing doctors doing what they see as their job.
Read more on FIRST DO NO HARM…
Every year two million stray dogs are put to death in the USA.
They are taken to shelters to see if anyone wants them.
Hardly anyone does of course.
Theyāre dirty, often diseased, undomesticated.
Read more on TWO MINUSES CAN MAKE A PLUS…
Harland David Sanders was born in Indiana in 1890.
In 1903 he got a job painting horse-drawn carriages.
In 1904 he became a farm hand.
In 1905 a streetcar conductor.
Read more on A KERNEL OF TRUTH…