Butz's moth: What use is my moth?

What it's all about: all bankers are dressed the same, I can only recognize mid-range cars by their logos and there's hardly any difference between price promotions. As if it were too risky to stand out from the crowd. So the clients will be wary of taking a creative risk. The same theory, I suspect, is used by advertising agencies. They are careful not to preach that effective advertising has to be eye-catching, funny and different. They do their best to fulfill the task at hand with all the requirements. The bigger the advertising budgets are, the more hokey the advertising is. Just don't lose that customer could be the motto.

On the other hand, when Migros puts funny ads on TV, Coop dares to do the same. Interesting. And confirms my theory. The assumption that customers without competition or associations are braver and more creative, such as Suva or the dairy cow, also confirms my theory. Small and local customers such as Pneu Egger are also among the brave ones. These are favorite customers of the creative ones. These small customers only have a limited budget and can't afford to hide. So they want to stand out at any small price.

In my first column, I grumbled about the "Orange Me" campaign. Today, almost two years later, their communication has not become any clearer. I don't understand this disco color magic. And the mockery of BMW from March 2011, where they advertised that they were 200 percent: Now the BMW ads and their peers aren't even 50 percent visible. Most websites are still a joke in terms of text and graphics. Party advertising to win votes still operates on the principle of head-salad. It is still common practice for companies to write and design their advertising in-house in order to save money and then place it for a lot of money. Sunrise has learned nothing from the June 2011 mishap. The advertising has no concept, the implementation and the CI are still just as ugly. In August last year, Swiss created a new logo - unnecessarily in my view. To date, however, this new image has not yet been applied everywhere. Inconsistent. Swisscom is trying by all means to improve its image. The current campaign with the elaborate shadow film is puzzling to me. I may be too stupid or too old, but unfortunately I'm still a customer. Why all this elaborate nonsense? Cablecom, one of the few companies I have grumbled at, has positively surprised me. I like the commercials and their image correction. Maybe they've read my rant. Everyone else certainly hasn't. So, look ahead and not at the competition. Speak plainly, wittily and visibly. And listen to me.

My stand-up of the week is the following farmer's rule: "If it snows on the leaves in October, it will be mild winter weather." Farmer Butz.