I once did a freelance stint in a German office of JWT and the CEO there was quite the cliche ‘American’ ad-man, not a German.
An ex-creative director himself, he had a good sense of the process and was no fool.
But we differed on some points, one of which was that he thought the whole ‘don’t tell me you’re funny make me laugh’ thing was in his words ‘horseshit’.
Just tell me you are funny and do it several times, loudly.
It’s an approach that can work if you have enough budget and the audacity.
Remind you of anyone?
If you look at the orange-groper-elect himself, he has had a platform where he can tell everyone he is brilliant, day in day out without any real evidence to support him.
People believed him and his ‘winner’ positioning, even when, despite his obvious personal wealth, the evidence of his many failures is everywhere. Atlantic City Casinos, Trump University. Trump Mortgages et al.
His repeated claim to be awesome and the answer to America’s prayers is largely based on his claim to be the awesome and the answer to America’s prayers.
Maybe we have all been wrong about the whole funny comedian thing.
It can be done, if nobody stops you from claiming it. And that’s the one thing nobody realises about political advertising, you can say whatever bollocks you like and there is no organisation who can stop you or pull you up on it.
But in Pharmaland (or indeed consumer advertising if its something like alcohol) we can’t make claims to be funny or amazing if we ain’t.
All we can do is be funny or amazing.
How many times have you had a client ask you to ‘imply’ superiority?
So how does a brand claim something without claiming it?
The best way to find out is to study how some brands have managed it.
One of my favourite campaigns of all time was the UK campaign for Stella Artois which ran from 1982 to 2007 created by CDP and imported to the then Lowe Howard Spink by Frank Lowe when he left to set up his own agency.
‘Reassuringly expensive’ reinforced what we all secretly think. That the more expensive something is, the better the quality.
But did it actually say it was superior quality?
Not so much.
I use this example knowing full well that this type of advertising is now almost extinct.
But what we have in its place are the type of ideas that use the same device, saying things without saying them. A personal favourite is The gun shop by Grey New York for States United to prevent gun violence that purports to be selling perfectly innocent second hand guns until you realise all the guns on sale have been used to kill someone either in a mass killing or in a tragic accident, like the five year old that shot his nine month baby sister.
Needless to say people left the shop without buying a gun.
Because the concept lets you draw your own conclusions.
And that is the secret to a really powerful connection with your consumer.
That’s what changes behaviour.
I’ve always believed that anyone can tell you they’re funny but the ones we remember are the people who actually make us laugh.
It’s still the best policy if you’re not allowed to make claims you can’t support.
Unless of course you’re running for President, obviously.