My pick of the month

While these responsible drinking ads (done by Lowe Bull and velocity films) are arguably not the most comfortable to watch, this very fact makes them quite effective and in my opinion, incredibly potent.
I believe that we’re almost immune to the exaggerated worst-case-scenario warnings when it comes to ads intended to address social behaviour to prompt change and this is especially true with responsible drinking campaigns.

In the case of responsible drinking, the typical scenarios that are perceived to make an impact on people include the major consequences of being drunk and drunk driving, which may seem the obvious route in order to be hard-hitting. But what I feel hyperbolic ads tend to ignore are the underlying (and far more subtle) structures and norms that perpetuate drunken behavior and the tolerance of it.

I believe South Africans are quite lenient in this regard and there is a very blurred line between excessive and moderate drinking. In fact, I think our idea of excessive is perhaps even a little distorted.

These ads are more representative of a thorough investigation into ways in which drinking and having too much to drink infiltrates our lives on more relevant and personal levels. The power of this communication is that it subtly prompts viewers to imagine themselves starring in at least one version of their own. Now that’s a little more revealing of the whole truth.






Sources: www.youtube.com, www.cherryflava.com

Christmas advertising so i don't forget...or don't remember?

Does advertising insist on imposing Christmas on me before summer has even hinted at arriving?

There was one of those endorsed brand-type ads on TV the other day with Soli Philander. The ad was for some cake mix- the actual brand flew completely over my head because of what kind of cake it actually was. It was a Christmas cake. On his baking table, there was some tinsel and a few other things Christmasy...CHRISTMAS, for crying out loud!

I checked my calender and my washing basket, it is September. And in September where I live, winter only hints at leaving, but really stays for a another impolite month or two, so i can't honstely be expected to worry about Christmas, can I? Also, why on earth would anyone be thinking of making Christmas cake now? Christmas shopping is even somewhat far-fetched- the average South African is likely more concerned with either September's payday or the start of some warmer weather to be worrying about how many raisins and things to put in their ??? Christmas cake mix.

Thankfully, I am able to boycott Christmas this year. I owe at least half my disinterest in this "symbolic" day to products and advertisers that use it simply to up their sales by pretending to be in the spirit of things. It's one thing when the start of summer is invaded with green and red bells and whistles, but quite another when it's at a time I'm not even sure if the last snow has fallen.

Irk of the Month

I really don't like ranting and do not find it necessarily constructive, but after being made aware of the All Bran "Regular Jane" radio advert, I have exempted myself from relative diplomacy in favour of outright rejection and potentially childish protest.

So, after Regular Jane completes her 10-day All Bran fibre Challenge, she is confident and renewed enough to embrace her entire world. As if she is speaking, the final line goes something like this:

"Hello Birds, Hello World, HELLLO Mr Postman!"

Am I correct in assuming that the ad/brand is suggesting that she really did "get it all"...?
 
On a slightly critical note, is it really relevant to a wheat cereal if it is the case? Also, someone as diligent as Regular Jane is making a conscious effort to live a balanced lifestyle and eat healthy food. Is it, therefore, not somewhat contradictory to the conscience of a health brand to allude to an affair or a bit of action with a stranger using a sleazy, old-fashioned allusion? I'm certain that the revitalising benefits of All Bran could have been far better translated into a consumer-resonant message or analogy.

Discovery's lousy goodbye

In light of changing jobs, I am required to change my medical aid to that used by my new company. I received the following SMS from Discovery, my current provider:

We value as a member and would like to discuss
your withdrawal. Please contact Discovery Health
on 0860... so that we can help you in any way we can.

If Discovery is aware that changing jobs often necessitates a change in medical aid etc, then I can't quite see the point of this message besides being part of protocol. In this case, a message customised to the circumstance may have been more impactful and slightly more relevant.

If, on the other hand, this is the standard communication that the brand sends to soon-to-be ex-customers, then this is a pathetic attempt at customer relationship management.

First, the communication is generic and in no way indicates that they are actually speaking directly to me: Jayne H, Policy Number: X. The fact that it is so generalised makes me very doubtful that this message is actually sincere or serious.

Second, why on earth would I or should I phone them? Whether I am obliged to leave them or choose to leave them (and the brand is genuinely interested in which it is and why), then surely it would make more sense to contact me directly via email or phone?

Regardess of my experience of the brand thus far, I certainly can't say I feel valued. I'm certainly not asking for a teary send-off, but if Discovery has no intention of making an effort to find out why I am leaving when it claims I am valued and it is interested, I might have been less bothered if the brand avoided making any contact with me altogether, rather than sending a lazy, impersonal "Please Call Me."

Targeted, you are, Lifestyle Communications, not

I think it is fair to say that the advertising message that has irked me most this year is this stupid sign that sits on the door inside one of the toilet cubicles at work.

It says: “If you are reading this now, you will realise how effective our Indoor Billboard can be in communicating your message. Please call…”

What a load of rubbish. I have no choice BUT to stare at that sign half a metre from the toilet upon which I am perched. Also, what an uncomfortable place to be bombarded with an advertising message, most of which are completely irrelevant to my being female, my being on the toilet at work, or anything to do with the act of going to a bathroom or a toilet for that matter.

Its effectiveness is based on the fact that it is invasive and I somehow doubt that a positive response is guaranteed when I’m sitting on a semi-public loo with my jeans half down and one-ply toilet paper that has just fallen on the floor in hand.

Lip Ice, if you're being sincere, hats off to you

I heard an ad on the radio this morning for Lip Ice and it caught my attention because I initially thought that it was a ridiculously stupid and risky advert.

However, while slightly tacky and a little too animated to be completely sincere, I appreciate the sentiment and main message of the ad to consumers: the brand apologised to consumers, or more particularly (if I heard correctly) original Lip Ice fans, for taking the product away.

I have scarce information about the story behind this initiative, but I think that a little bit of honesty goes a long way as opposed to bombarding my ears and mind with some fake, window-dressed promise that seldom gets fulfilled.

The advert began with an outraged (and slightly over-the-top) guy calling the folks at Lip Ice to complain how silly and horrible they have been and how unacceptable their actions have been for taking away the (yet) un-named product.

Jayne: “Gee, there’s gotta be one killer pay-off line here to dig that brand out the hole they’re digging themselves into.”

The ad ends with the reassurance that the original Lip Ice is back and an apology.

My unresearched take on this ad is a positive one- it sounded like a brand responding to consumer demand for the product. If so, then what better way to respond than to say, “We messed up, we know, and for that we apologise. However, we’re back because you want us to be.”

On the other hand, if the brand equity was previously relatively non-existent and the relaunch of Lip Ice products (research) is assuming die-hard loyalty, I fear this campaign is a tad ambitious and wish them all the best.

I really hope I’m not disappointed this time…

Dear ABSA

I would just like to say a few words before I consider accepting this gracious anti-recession gift- one that you would like me to consider as a “now-living-spoil-yourself-treat”.

I wonder how intimately you really know me?

I am curious to find out whether my age or my credit record has instigated this. You see, my age puts me into an opportunity-filled “Young-Up-And-Coming” or “Achievers” customer segment. My credit record makes me lower risk. But, since my credit spending can’t be very profitable for you, I suspect it may be the former. (I suppose I shouldn’t jump to conclusions, but since you tell me that the first benefit I’ll enjoy is “having the elite symbol of ‘Gold’ in my wallet”, I am guessing generalisations are permitted.)

I also wonder if you are aware how much money I earn (you do have access to these things, you know). If you actually asked me or just snuck a look at my transaction history, you may see that I have very little spare cash floating around after bills are paid and my petrol tank is topped up. The salary that gets deposited into my account each month is not massive and it doesn’t take the rocket scientist of finance to figure that out.

Regardless, you are telling me to reward myself, expand my existing credit limit and buy things that I cannot afford this month and will not be able to afford next month. (I somehow imagine that paying rent and cell phone bills, paying off a car, and filling my car with petrol to get to work is not quite considered a treat.)

Enough said, but I’d like to correct you on something: “living for now” is a saying more appropriately and wisely used in conjunction with one’s attitude as opposed to one’s spending patterns during a financially-insecure recession. But, thank you for the invaluable advice.

Regards,
Jayne