“Stop switching your cereal. Start switching your milk.” This ad by Silk captured my attention. We’ve all seen the cereal campaigns promising weight loss and lower cholesterol, etc. This marketing piece simplifies the issue. How much easier to switch your milk then give up your sugary breakfast cereal? The ad implies you can still eat what you want as long as it’s floating in silk. Had I been the copywriter I would’ve switched the wording a little. “Start switching your milk,” doesn’t have the ease it should. I would’ve written, “Stop switching your cereal. Switch your milk.” I think that would make it clear this is a one-time change.
This ad by Pert surely caught my attention, but it left my feeling a little dirty. My son, no matter how dirty, is not a pig. As a mother and the household’s designated shopper, this ad was probably directed precisely to me. It doesn’t work. I don’t like the content, “Let’s face it, kids come in one flavor: Dirty.” Are you kidding me? And, “It’s the best way to keep them from looking like they live in a barn.” Wow, just wow. How condescending. Is this fear marketing? If I don’t get Pert for my kids, people will think we live in a barn? I will NEVER buy this product.
I have to hand it to the World Wildlife Fund; this ad has a lot going for it. It came out at a time when a lot of people are thinking about giving something up. It addresses the fact that the challenge won’t be easy. It’s simple, attractive, to the point. I’ll be marking my calendar for March 31, 2012. Also, an interesting call to action. The ad lists YouTube as a primary call to action, not even the main WWF website is listed. This is a very focused initiative.
Please share your thoughts below. Have an ad you'd like Terra to review? Email it to terra(at)fletcherfreelance(dot)com.
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