Advertising’s First Commandment? Thou Shalt Not Be Creepy

Advertising’s First Commandment? Thou Shalt Not Be Creepy

Okay, so David Ogilvy never said this, but if he had lived to see the spot below, he just might have:

Unless you are flat-out trying to attract creeps, you should avoid any possibility that your advertising will be viewed as creepy.

Are you listening eHarmony?

If you haven’t seen this one yet, prepare for a jaw drop in 3 … 2… 1…

So who do you think they were trying to target with this one? Because, frankly, I’m at a loss …

Case Studies

AdWatch: Apple, Maya Angelou and The Human Family

AdWatch: Apple, Maya Angelou and The Human Family

What do you say when you are a global brand? What do you say when your products are practically ubiquitous … shorthand for an entire class of technology? What do you’ve when your champions and critics have said nearly everything that could be said? You let a poet speak. You let a poet speak not…+

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

More from the Blog

George Costanza on … Giving Feedback

George Costanza on … Giving Feedback

UPDATED: May 2, 2017 There’s a question that I get asked, over and over, usually by Account Executives and other strategy folks. They’re nice people, and they want to be accommodating AND they want to make sure they are getting the most out of their creative partners. So they ask, quite nicely (and rightly) “What’s…+

Introducing the 7 Stages of Consumer Skepticism

Introducing the 7 Stages of Consumer Skepticism

You’ve heard me say it before. Regardless of the channel you choose for your communications, your messaging must cut through the clutter … or it IS the clutter. Okay, so that might seem straight from the Captain Obvious playbook. But you’d be amazed by how many marketers these days think the medium IS the message.…+

What does “Independent George” have to do with brand voice?

What does “Independent George” have to do with brand voice?

Stick with me for just a minute. And let me tell you about how George Constanza puts his finger right on one of he biggest dilemmas that face brands and the copwriters who support them. First, let’s step into George’s world, just for a second. It’s one of his greatest rants … the one where…+