Grumpy Old Men
I've just been watching Grumpy Old Men on BBC2 (it's not something I'm proud of, but save the judgements for later) and something which tumbled out of the mouth of Des Lynam made me think. 'I've not understood a Guiness advert for about 15 years', he mused. 'When did adverts become so daft? In my day, adverts weren't arty - you'd have a toothpaste advert which told you it made your teeth whiter and that was that. You bought it or you didn't. No fuss. Why do they insist on being so clever these days?'. Well, it seems that poor, bewildered Des isn't alone. There's a growing trend of a certain demographic who are well and truly fed up with being bombarded with over the top 'arty' advertising which, frankly, they don't get. So why do marketeers insist on being clever? Why is a spade never just a spade?
The thing is, over the years, marketeers have had to try harder to sell. As advertising has permeated every possible stream in order to reach the consumer (gone are the days of only seeing adverts on TV and in the newspaper; today you almost expect to receive text messages, emails and even messages via facebook, all trying to sell to you), businesses have to work harder to get their voice heard. And so the race to create the most clever, quirky and unusual advert began. Besides - a companies' advertising forms part of its' brand so being 'of the moment' is crucial. I'm really not sure if I side with the ever-creative marketing minds who strive to craft something new, different and memorable or the grumpy old men who long to see a car advert which talks about mpg, maximum speed and how many people it can seat rather than one which shows the car being thrust off a crane while a young couple with dodgy hair cuts grin with glee at the wheel. What's better - simple or outrageous?