July 15, 2008
Cliched Strategy
I was perusing my parent’s newspaper (they read it, rather than own the title) on Sunday and was struck by just how many of the ads felt like complete cliches. So I decided to go through the paper from cover to cover and take some snapshots.
First up we’ve got the classic British summer travel ad:
Two airlines, in the same paper with exactly the same strategy (and I’m sure it gets rolled out every year too).
Next up is the slightly less complex but similarly dull seasonal ad (no clever link to climatic conditions here):
Then it’s the turn of the value ad. “We can’t say it’s cheap so what do we say? I know… LESS”:
Then to round it off a couple of oldies but goldies. Something good (and here’s the smart bit) but without the downside:
And then finally, siding with the consumer to provide a ‘fairer’ product (note that the product is ‘fairer’ not ‘fair’):
With innovative thinking like this, it’s no wonder the UK picked up all those Press Lions at Cannes.
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