Der Motz von Butz: TV commercials - lackluster to the tips of your hair
The advertising in the trade journals, as well as in this one, is benevolently praised. The reality, however, shows the opposite.
What we're talking about here: If we watch a crime thriller on the channels RTL to Kabel 1, we have to watch 30 minutes of advertising for a 90-minute movie. An ordeal. Where is the praised and beloved advertising? 90 percent is untrustworthy and, due to the repetition, hackneyed and negatively loaded. A catastrophic judgment. But it corresponds to reality. What is advertising doing wrong?
My theory is that certain sectors are fighting each other for market share. These include hair dye and hair care products. The TV commercials advertising these products appear particularly late at night. When do women go to bed? Sometimes up to three of these hair beauty stories appear in one block. The problem is that men in particular can hardly distinguish between them after 20 seconds. Not even for my wife. They all start with a lifestyle situation, show the microscopic effect (which I can't comprehend) and end with a great head of hair. It seems to me that all these films are based on the same briefing. And this results in the same solution. So they are at the same level or depth and are repeated again in the next commercial break.
A similar phenomenon can also be found in car or watch commercials. Someone sings: "There, there, there - there, there, there." Idiotically styled, sitting in a car. So what now, I ask myself? Aha, the answer is that he's being towed away by a Citroën. The fact that it is a Citroën has not escaped my intensive research. Incidentally, the scene where someone is sitting in a car and the viewer later realizes that it is a car that is being towed away is something I have seen in at least three variations. But here at Citroën, I haven't found out why this old movie gag is used.
At Breitling, two pilots have to land immediately because their brides are waiting for them. Both girls have the same name and look very sexy. That kind of shit can't possibly go down well with an audience that is supposed to buy a watch for several thousand Swiss francs. I liked the Suzuki weather fairy at first. But now she's getting on my nerves. The children's chocolate voucher is one of the stupidest commercials that I have to endure at least three times every evening.
Motz end. Oh, there's also the dummy from Suva that falls off at work. It doesn't fall onto the factory floor, but onto the garden table at home with his beloved wife. Perhaps the annoying repetition was necessary to understand this punchline. For me anyway. Dear creatives, I can't get rid of the feeling that you don't talk to your customers enough and leave too much to the consultants. My stand-up of the week was the lunch with many former GGK colleagues who worked with Paul Gredinger, who sadly passed away recently at the age of 86.
Theophil Butz, graphic designer, advertising agency owner, inspirer and, for the past three years, also a mocker for Werbewoche readers. Please send any relevant information to [email protected]
