The Motz from Butz: From the inedible advertising unit mush

The issue here is that advertising from the same product categories cannot be clearly assigned to one brand by the consumer. After three hair beautification products have been advertised in the advertising block or all the rejuvenating creams are trumpeting the miracle cure hyaluron, I know as much as before, but not which products they are.

But the car industry offers the most interesting uniformity. This is what we need to grumble about today. In due course, the parties' election advertising will get its comeuppance. Coincidentally, I have already discovered one such example of political unadvertising in a print shop.

Now to our favorites, the cars. It is completely incomprehensible and also inefficient, and therefore wrong, that the car brands have roughly identical advertising positions and roughly identical advertising implementations. On top of that, almost all cars in each category look more or less the same and have roughly the same performance. In other words, a one-size-fits-all approach.

From my cigarette advertising days, I know very well that my client at the time offered the same blend of cigarettes in three different brands on the market. The one with the clearest and most desirable positioning and its consistent advertising implementation won.

Now comes the biggest mistake made by the car companies: They advertise this one-size-fits-all pap at the same time, especially on posters. So before the show, this mush is plastered on all the billboards. That way, the chance of standing out is even smaller. Fiat 500 and VW commercials are the exceptions here.

There's a rule for this mass influx. Acyclical advertising is the path to success. Porsche has taken the most successful path with its clear positioning and unmistakable model. And they don't even need to be involved in this advertising mishmash. I will certainly have something to hear and see after the show. Namely when the others have shot their powder.

My theory: There are various factors that could be listed (see Motz 8 and 9/2014 with the 12 commandments of advertising). But the basic rule is common sense or even clever common sense. In the majority of automotive advertising, this is not even present. Sometimes I ask myself, who is the kind of solder who serves up such advertising pap for a lot of money? Let's put it this way: clear positioning. Entertaining, reduced message. Eye-catching implementation. And when it's quiet, talk.

My stand-up: I've made up my mind despite the draw - allez FCB.

Theophil Butzgraphic designer, advertising agency owner, inspirer and, for more than four years, also a mocker for Werbewoche readers. Please send any relevant information to [email protected].