Make Marketing History

The views of a marketing deviant.

Thursday, February 02, 2017

Make Marketing Credible.


This is the work of advertising craft that greeted me on a train a couple of days ago. It immediately felt wrong. Can you see what they've done there?

The first thing that struck me was the cueing action of the woman preparing to strike the white ball. It looks to me as if there's a real possibility that she's not even going to hit it but, even if she does, what shot is she playing? I was baffled. But then I realised that it didn't matter because the game is already over. There are just four red balls on the table and nothing else. And yet her compatriots are ridiculously over-excited by the non-situation. No wonder her cueing action has fallen apart.

By now, I was more engaged with the ad than expected and my attention switched from the art director's craft to that of the copywriter.  Added extras could be accused of superfluity but "More FREE added extras" really is laying it on thick even for Villa Plus. That said,  I note that punctuation is not one of the aforementioned extras.

There are a three sentences on this ad. One of them ends with a full-stop/period, the other two don't. And the one that does, hyphenates air-conditioning but doesn't hyphenate table-tennis (when to do so would arguably improve the blocking of the text) and thinks a comma between the much and much is too much - probably becase they've eschewed the Oxford comma after air-conditioning.

Pedantry? Perhaps. But let's get back to the art director. What's going on with the sun here? Was the logo incorporated into it at the top left or was that just the best place to put the logo and was the sun originally at top right? It's really hard to tell because the various shadows tell contrasting stories. Those around the pergola and those on the pool point to it having been top right. Many of the others look like attempts to make it top left while that one on the pool table suggests the sun is directly overhead.

Oh and while I'm at it, don't those sun-loungers appear to be on a slope while the pool table manages to maintain the horizontal? Maybe all this visual cognitive dissonance is a sneaky device designed to maintain my interest in the vista, but my two minutes were up and all I was left wondering was how on earth this sort of shoddiness got through a creative review at a major business and a substantial agency? Baffling Plus.






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