Mindless corporate chest-thumping

17 Sep

After reading Andrea’s blog post about companies that try to lure customers into premature “fanship” on Facebook, I started to think about the many other ways companies slime the market.

The worst for me is smiling people in showers. Note to those creative folks who approve the spots at Unilever, Johnson & Johnson etc.: you might try observing your own performance in the shower before you start trying to convince us that daily shampooing with your product is like an orgasm, only better.

Talk about alienating your target group by demonstrating that you understand absolutely nothing about them.

Then there’s the Mars bar commercial that culminates with all those smiling idiots high-kicking their way to work in a great coordinated dance number, because the ‘lighter” bar makes them, well, just feel like doing it.

Or the new yogurt spot that reveals the breathless anticipation that moves us through our mornings until we can finally get our hands on the blessed curd!

Or the smokin’ hot woman in the cab late at night getting all tingly for….the chocolate bar in her bag of course!

Oh go ahead. Insult your potential customers while you’re flogging your stuff.

Is it any wonder consumers are flocking to social media platforms and commercial-free radio and TV environments? To be free of the dreck.

Mindless chest-thumping is all it is.

A comedian can’t stand in front of a crowd and tell them she’s funny. She has to tell a joke and let the audience come to their own conclusion.

If only marketers truly believed this.

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3 Responses to “Mindless corporate chest-thumping”

  1. Maureen Blaseckie September 18, 2010 at 10:02 pm #

    Total agreement, Doug. I am world famous in our house for my rants at tv ads and refusal to purchase items based solely on their fatuous, insulting advertising campaigns.

    I think the best way to show the difference between sexy smart and sexy dumb is the current Old Spice campaign vs those shampoos that will love you long time.

    The irony here is that Clairol was once the uncontested champion of early viral advertising with it’s “only her hairdresser knows” campaign. Sadly they’ve lost touch with the buying public.

    Anyway, I just wanted to let you know I enjoyed this post. It’s nice to know there are influential people in marketing who realize consumers are not simply sheep to be lead to the shearing pens. P.T. Barnum may have been right to say there’s a sucker born every minute but suckers do not make for loyal consumers or repeat business.

  2. dougbrowncreative September 19, 2010 at 5:28 am #

    Moe, you get my vote for best response to one of my posts. Not only because you agree with me…. 😉 …. but because I find it so literate and well-written!

    How would you like to write a guest post on our blog?

  3. Maureen Blaseckie September 20, 2010 at 4:43 pm #

    Well, thank you, Doug, how flattering.
    I’m not sure what I can add to the discussion here but very much appreciate the opportunity you’re extending for me to give it a try.

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