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What if Ads Were 100% Honest? If we're completely honest with ourselves, we know as either clients, account managers or creatives, we'd be setting ourselves an impossible task. That's not to say we're not honest in what we do. But come on, no one ever sprays on Axe deodorant and gets chased by women from the Victoria's Secret catalog. Men don't become more attractive to women when they drink beer. Women don't get a flawless complexion by putting a bit of foundation on.
Other than a love of great food? Well, they are the focus of two articles based on entertainment, and its relationship to advertising. From great advice based on the disheveled detective, to a case study in horrendousness from Kitchen Nightmares, there's a lot to learn. Also featured, teaser trailers, comedians, and great documentaries. It's an entertainment special, and you can read it all here.
What, exactly?
A bad attitude? A bizarre owner? A horrible reputation?
Well, it has all those fine qualities and more, but it also has something killer. It has buzz.
The web is all about Amy's Baking Company right now. If they were a big name brand like Toyota or Apple, that would be bad. Really bad. But they're not. They're unknown. Or at least, they were. Now, they're a household name. And that is something they can build on. They have the makings of a success. Read more about this phenomenon right here.
Mike Jeffries, CEO of Abercrombie & Fitch, made some comments in 2006 that certainly made his fashion brand sound nothing short of uber-elitist. Now, those comments are coming back to haunt him and his brand. And it looks like they will do some permanent damage.
It's one thing to be honest. But anyone from the UK will know what happened to Ratner's jewelers when their CEO, Gerald Ratner himself, made the following comment:
"We also do cut-glass sherry decanters complete with six glasses on a silver-plated tray that your butler can serve you drinks on, all for £4.95. People say, "How can you sell this for such a low price?", I say, "because it's total crap."
Ratner's lost over $500 million in value, which spelled the end for the chain. It changed its name to the Signet Group, but the damage was done.
Now, although Abercrombie is not a purveyor of cheap clothing, the CEO has committed the cardinal sin of advertising. He ignored his brand. There is nothing wrong with being honest, but really, his opinions of "fat people" and "ugly people" are not opinions you want tied to your multi-million dollar empire.
People are donating Abercrombie clothes to Goodwill left and right. Sales are dropping. Soon, A&F will stand for Assholes and Fascists. You can read more about this right here. But in a word...disaster.
Juggling. We all do it on a daily basis. But if the creative director is not up to scratch, you will see some people juggling 15 balls, while others are throwing one against the wall in a scene from Cool Hand Luke. How does this happen? Check it out, right here.
