Category Archives: copywriting

Honda disclaims disclaimers

Posted on September 20, 2011 by Kirk

Legal disclaimers are a joke, especially in TV commercials where they appear too small and too quickly to read unless recorded and paused. They are “the advertising equivalent of having your fingers crossed,” says actor/spokesperson Patrick Warburton in Honda’s new “Good Reasons” campaign. Of course, consumers already know “the large print giveth and the small print taketh away.” That’s why marketers who don’t use disclaimers, or at least, use them humorously, show respect for their target audiences. Hiding jokes within disclaimers has become common, as when Mercedes stated in the small print of a TV spot, “No lawyers were harmed … Continue reading →

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Is “bespoke” the ultimate branding?

Posted on August 30, 2011 by Kirk

Once upon a time, every object created by humans was made by hand. Mass production changed all of that. Beginning in the 1920s, machine tools, interchangeable parts and assembly lines made more goods available to more people at lower prices. The trade-off? Mass production can’t satisfy individual tastes. To meet the needs of those who desire a more customized experience, some brands specialize in bespoke products and services. Anyone else notice the growing popularity of this rather antiquated word? Of British derivation, bespoke originally applied to something that was ordered custom-made. It has come to mean handmade and made-to-order. To … Continue reading →

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Two seafood brands. Same hook.

Posted on August 9, 2011 by Kirk

Long John Silver’s and Red Lobster are in different restaurant segments, yet both recently launched new campaigns with a similar theme — the quality of their seafood. “Customers have plenty of options for great seafood today,” says CMO John Villanueva, “but none of them have the heritage and experience we have at Long John Silver’s. When you want something extraordinary, you go to an expert. And we’re your seafood experts.” The campaign introduces Long John’s new logo and tagline, “We speak fish.” (Then, they deep-fry them.) One of the seafood options Long John’s CMO might be referring to is Red … Continue reading →

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7 reasons why most advertising fails

Posted on June 14, 2011 by Kirk

Advertising exists to influence behavior. Period. Much of it doesn’t. Here are the most common reasons why: Super Bowl Syndrome Have you ever recalled a funny TV spot but forgot the advertiser? Many marketers get so caught up in being entertaining they forget to sell, as is the case with many Super Bowl spots. Ad creative should be inextricably linked to the selling proposition. Lots of Explosions and No Plot That’s how some movies are reviewed, and the description fits many ads too. A special effect is a thin disguise for the lack of an idea. Technology has placed numerous … Continue reading →

Posted in advertising, brand essence, copywriting, roi, simplicity | 1 Comment

Three tuna clients = too many messages

Posted on March 15, 2011 by Kirk

Imagine the difficulty the Tuna Council‘s agency, Grey New York, found itself in — three clients (StarKist, Bumble Bee and Chicken of the Sea) each giving direction on the same TV campaign. Client #1: “It’s all about product! Tuna in burgers, salads, tacos … Show lots of product!” Client #2: “Gotta push the benefits! Tuna is healthy! It helps you lose weight! It’s good for your heart!” Client #3: “Let’s not get too serious! Make it funny! Make it quirky! Entertainment sells!” The solution: include all three client directives in each 30-second spot. The result: frantic, unfocused creative that tries … Continue reading →

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Got mangos?

Posted on February 22, 2011 by Kirk

Beef (“It’s what’s for dinner.”) and pork (“The other white meat”) aren’t the only agricultural commodities with USDA promotional programs. Popcorn, watermelons and fourteen other commodities have marketing programs too. Authorized by federal legislation, they are intended  to strengthen the industries by encouraging consumption. The programs are all fully funded by the industries themselves. Following are the current United States Department of Agriculture programs and their taglines. Bon appétit! Beef It’s what’s for dinner. Blueberries Cotton The fabric of our lives Dairy Eggs The incredible edible egg Milk Got milk? Hass avocados Always in season! Honey One ingredient. The way … Continue reading →

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