Make Marketing History

The views of a marketing deviant.

Friday, May 20, 2016

Make Marketing Bolder.

The new Clearasil campaign has rightly been getting a lot of praise for its clever tone of voice that parodies awkward corporate attempts to understand the youth market - even though they claim it's a parental voice for reasons that elude me. By doing so, they're able to produce what is quite a straightforward hard sell in the midst of a comedic approach that doesn't patronise.

I was amazed to read that it was difficult to get the client to buy into ta concept that is so obviously right. Perhaps that explains why some of the executions strike me as a little bland and repetitive.

I wish they'd been bolder and I especially wish they hadn't completely omitted the teens' voice. To my mind they missed a chance to empower the potential customer and make them laugh.

In the iteration posted above, I immediately envisaged one of the teens producing a phone from beneath the water and calling ths police or perhaps simply shouting out in a bemused, unthreatened way "Mom. There's a weird man in our hot tub!"

That sort of catch phrase is the thing that memes are made of and might well lead to the unearned media and sharing that everyone wants.

Who knows, it might even set of an instagram meme with people reproducing scenes of "There's a weird man in our hot tub" featuring any variety of family members, TV characters or Superheroes. The permuatations are endless.

Alternatively, the awkward hashtag request could be met by the teens showing flash cards with #lame on them.

Maybe this sort of thing is in the pipeline, but at the moment the YouTube clips have very few views and hardly any comments and that's a shame.


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