Aren’t all branding ideas sort of advertising ideas and vice versa?
Well, sometimes, I guess, but not always.
In Pharmaland we can lean towards treating every problem as if it needs a good whack on the head. Give it a brand image that people will remember, plaster it all over the congress stand and the iPad and stand back.
Not you obviously, but you know…other agencies.
The most recent Mr Muscle campaign highlights the often subtle differences between what (I regard as an..) advertising idea and a brand idea. Both have found their way in to an adspace mind you.
Now, I am not saying that this is the greatest campaign of all time, but it provides a useful, albeit mediocre, example.
The old campaign featured, for years, a feeble nerd who took on super strength because of the product. Mr Muscle loves the jobs you hate.
Yes, irony folks. But it worked because people could see the role of the brand in their life.
Then after a 30 year successful run some sort of global adboard switches it around and makes the product a superhero (yawn), complete with muscles and a square chin. Not sure why he’s animated but never mind.
One shows the user having a clear benefit.
The other says the brand is great.
I can imagine the team somewhere deciding that the weedy guy was too negative, he didn’t embody the brand in a positive way.
“I think people might think the product is weedy too…I just feel it’s too negative”.
“Good point Gustav, what we need is a more positive image.”
“Yes, and we need a woman in there so housewives can relate to the user – because men don’t really do cleaning”
“Thanks Maria, good point.”
That Maria is a bit sexist if you ask me.
To my mind they fundamentally lost what makes a good advertising idea work.
The hero is all about the brand, the weedy guy is all about the benefit to you, the bathroom attendant and therefore the brand.
Truth is, clients can often miss the point and go straight to what the pictures in front of them appear to be saying purely on a visual level.
It’s the semiotic argument.
But to paraphrase Eric Morecombe, do all the right notes in the wrong order still add up to a concerto?
At one point in the third act of the film ‘Notting Hill’, you’ll remember that Hugh Grant and the gang all pile in to a small car with a lion in its logo. The cookie sister shouts to Rhys Evans as he squeezes in to the boot ‘You’re my hero’ and they whizz off to stop Julia Roberts from leaving town, to the tune of ‘Gimme some Lovin’.
I only found out about this a couple of years ago that this was a secret sponsorship, product-placement kind of a deal, brokered by the the account director on the car account I used to work on.
Unsurprisingly, it bypassed our creative department entirely.
It showed the family car could take a lot of people (obviously) and the ‘hero’ line was spot on the branding strategy about heroes that that particular car brand was employing at the time.
The client loved it. They couldn’t sign up quick enough.
That little deal cost them about £150k and it went straight in to the pocket of Working Title films and became an iconic moment in a much loved movie.
But wait a bloody minute.
I’ve seen that film a dozen times and all I saw was a group of friends jumping in a car and driving though london.
And I worked on the brand!
All the right notes, not necessarily in the right order.
Maybe it had some semiotic effect that I don’t know about, but even with all those branding elements that the client held dear and spent millions on, it still didn’t add up to an actual message.
Pharmaland is full of images that capture the ‘brand essence’ or even the MOA without making a connection with the doctor or end user in any meaningful way. We mistake branding ideas for ideas that connect with our audience, the orange bridge, the blue apple, or I dunno….the red sodding banana all probably encapsulate their respective brands perfectly, without ever actually meaning a bloody thing.
What we need in Pharmaland, heck even adland in general, is less hammers looking for nails and more advertising ideas.
Or at the very least, to be able to know the difference.