The Motz from the Butz: Ch Ch Goes Hollyfoodsch
How to drive a good idea insensitively mad. E.T. and the fire department have to serve. By Theophil Butz, graphic designer, advertising agency owner, inspirer and, for over a year and a half, mocker for Werbewoche readers. Please send any relevant information to [email protected]
In general, I find TV advertising too harmless or too absurd and incomprehensible. If you have to call out the fire department to put out a ch-ch fire, that's bad taste. A UFO appearing from above in front of a barbecue party and a third-class Martian emerging from it is not only embarrassing, but also in bad taste. I take the fire department seriously, and making fun of it is unethical. Why should the fireman be the jerk when someone is doing Tsch Tsch for Coop? I don't understand E.T. at all. That's another one of those fart ideas.
The Coop managers and the advertising agency have not understood how to develop a small, good idea. You don't have to use dinosaurs, Spiderman or other Hollywood celebrities to advertise Tsch Tsch. I think this kind of advertising is wrong. It has so little to do with the subtle comedy of life. This Hollywood is on the wane anyway.
My theory: I'm not sure that barbecuing is an advertising theme that generates so much psychological preference for Coop. What's more, last spring Coop didn't discuss the subject of barbecues with the weathermen. And Feldschlösschen is already quenching the barbecue with beer. Aldi offers the cheapest barbecue sausages. Lidl too, apparently.
At Coop, the madness of super production has arrived. Have you ever seen the commercial for the Coop Bank with the fish? A blown-up movie idea. Fish made from banknotes swim around in a race. The production costs are estimated at half a million. The effect on the audience is underwater, because I don't think they follow the link to the sharks.
I like the Migros Bank commercial much better. They say "Yes, no, yes." Very likeable, and the message resonates with me. I think that the lack of ideas has been replaced by pomposity. An Audi film that won gold in Cannes twenty years ago, which demonstrated the principle of four-wheel drive with two fingers in a matchbox, was brilliant. Who can remember that? Production costs certainly didn't exceed 20,000, but in return it attracted a great deal of attention and a lot of sympathy for Audi.
Why doesn't advertising seek reduction and thus comprehensibility to achieve psychological preference? Why not leave out all this elaborate shit? We are a small country. Reduction is called for.
My best news is that the 90 hand-grafted vine cuttings in our vineyard have sprouted 100 percent.
