Crap people don’t buy our products
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Interesting angle.
I guess it only works if you have a product that most people agree is of very high quality/very desirable, otherwise no one gives a toss who wants it or doesn’t want it.
For example, I think you’d have a hard time persuading the world that people who don’t shop at Sainsbury’s are dickheads, or people who don’t buy Mars Bars are stupid.
I can’t recall any recent ads that have tried this tactic. I suppose its self confidence can border on the arrogant, and perhaps we just don’t live in those times anymore.
Should’ve gone to Specsavers.
I’d say whenever you present a concept using this angle these days, the modern client world deems it “too negative.”
Polarising ads only work if your product stands for something.
What does Mars stand for?
I find when I present these sort of concepts now, the client and planner just think you’re reflecting them. So love it.
It then dawns on them over the next few days you’re taking the piss and ask for something else.
And they’d be right.
Taxi!
I don’t think anyone falls for that shit anymore, and agencies know it.
The closest we’ve got today is the awful ‘not for girls’ strategy that occasionally darkens our lives.
Too many businesses want to be everything to everybody in their marketing.
You can’t build a campaign around “our product isn’t for x” when the target market is men & women aged birth to 120.
it’s like the old joke about the guy who walked into a library and said “I hope you don’t have a book about reverse psychology”.
it is probably from a time when brands were brands and wallowed in their brandiness.
I think there’s a bit more to it than ‘crap people don’t buy our stuff’ – Atabrine is ‘take this or die’, the Economist is ‘read this or be left behind’ and Audi is something like ‘the luxury german car thats not a BMW’.
Yes, Neville. Those might be the strategies, but the advertising idea is ‘crap people don’t buy our stuff’.