While rummaging through English graffiti artist, Banksy’s website, I came across this video. Like most of his work, it sends a simple message identifying a complex problem.
(Feedreaders click through to see video)
This act of vandalism speaks volumes about one of the biggest problems that we face in our industry, clutter.
Consumers are constantly being bombarded (especially this time of year) with what are largely unwanted and irrelevant ads. For many consumers advertising has gone from being annoying to just plain offensive.
So what’s the solution? How does a product or brand rise above the clutter without becoming clutter itself?
Here are some words of wisdom from “The Father of Advertising” himself, David Ogilvy, which I believe will begin to shed some light on a solution.
- A good advertisement is one which sells the product without drawing attention to itself.
- Ninety-nine percent of advertising doesn’t sell much of anything.
What Ogilvy is saying here is to cut the gimmicks. Don’t do what the 99% of the advertising is doing. Find truth, the story, the bedrock of your product or brand, what it’s all about…..and then speak. Don’t shout. Just a whisper will do.
Better yet, start a conversation.