The advertisements are becoming ‘one of you’.Posted: January 5, 2013
The advertisements are becoming ‘one of you’
You Love go compare? Good! Have some more!
You hate go compare? Too long! Good! So do we!
You love compare the meerkat? Good! Here’s some more!
You hate compare the meerkat? Good! So do we!
What I am referring to by this is the manner in which two of the most notable advertisements of the past three years have double-backed on themselves and taken the irritation that you feel at their advertisements, and then made it seem as though they were against it all along.
The adverts I’m referring to are the ‘Go Compare’ and ‘Compare the Market’ strategies, both of which gave their product a scenario in which they’re somewhat amusing to the point of being asked to stop and, more importantly, the commercial gimmick begins to outshine the product. Of course, this is normally fine- most products that have an advert released with it are outshone by the very advert used to promote it. There are many advertisements that I have viewed both absent-mindedly and repeatedly on television for which I have no idea what the product is, not that I against this, but it is another example that the creativity of those being paid to make something attractive is persistently outweighing the actual product.
Good for them.
Good for them, until the monotony of the product begins to dig in and the viewing public begin to associate the name of the company with the gimmick, rather than the product.
“Go Compare? That’s that Italian-looking opera singer, right?” and “Compare the Market is a meerkat.” both are reasonable statements from the public that wish to watch and enjoy television, rather than browse it for products. Here the advert has overtaken the product and needs to be reined in, for the affability of the commercial, though important, is distancing itself from the commerce.
And how are they doing this? By tapping into the conscious of the public whose smaller groups have made it clear that they dislike the gimmick and are tired of the frequency that they are seen. Both advertisements have received a fair amount of flack (whatever that is) for their previous efforts, both having Facebook groups formed against their continuation (although there are also such groups espousing the love for the group).
But every advertisement has its run, comes to an end and is replace Some are extended even further beyond the gimmick by making the nodding dog animated, or by have the children of the ‘stars’ of the advert have their own spin-off in which they go to university.
So, now this. They take their former work and revert it upon itself so as to become more relatable to the public. And I don’t know about you, but it really works. You have no idea how much I want to visit their site to compare insurance rates.
Never forget though, that the companies and their products are not one of us, but the people behind them are. That’s why they’re so good at it, and that’s why they’re not evil- but the final equation is. Beware companies, not all but most, and trust people.
It’s good for you.