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Saturday, January 10, 2009
Recently I've come across examples of ads that get all introspective and self-referential on us, essentially by self-deprecatingly referring to the questionable value of advertising itself.
Billboard ads spotted around Toronto showed an ad for Miele appliances with shouty graphics -- "up to 40% off!" - "hurry in!" - "BLOWOUT!" - " - "Offer expires Dec. 31!"... followed by something along the lines of:
"Sorry. We never have sales. We're new to this."
Maxwell House is running a TV ad that says "The average TV advertisement costs $245,000. This one cost $19,000. Where should we spend the difference?" (The idea came from ad agency: Ogilvy Toronto.)
Two very different brands. But they have something in common: they're openly questioning advertising business as usual... right in the ads. With the help of an ad agency!
Worthy causes -- seen as more worthy than advertising? Referring to the cost of advertising -- in an ad? Apologizing for a sale promotion, to get a laugh? We're on the verge of a major crisis of confidence in the old brand logic. The cracks are starting to show.Labels: infinite regression
Posted by
Andrew Goodman
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Andrew's book, Winning Results With Google AdWords, (McGraw-Hill, 2nd ed.), is still helping tens of thousands of advertisers cut through the noise and set a solid course for campaign ROI.
And for a glowing review of the pioneering 1st ed. of the book, check out this review, by none other than Google's Matt Cutts.
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