If only Denn-er knew what his clientele gets from his advertising

Actually, I should be writing about this stupid Sympany insurance campaign. But more on that later. Why I'm doing it now: As a trained eye, I noticed after much study that these people - a child, grandma, a dog, etc. - are actually looking into a Denner paper sack. If you then read the text (which very few people do), you could imagine what is hidden in this shopping bag. Who would make such a detour, and for advertising at that? The best desktopper I work with, Michèle Huser, has her office with her father and mother plus two apprentices in Zurich-Seebach. An interesting neighborhood. I recommend it to every advertiser because they are confronted with reality. Well, there's a Denner, a ZKB, a Turkish store, a miniature golf course, the streetcar depot and a pub where smoking is allowed. The barmaid is called Maja, she is funny, intelligent and a real barmaid. The customers who frequent the place include Stümpi - who weighs around 130 kg - with a mullet hairstyle tied into a ponytail and many other craftsmen or other Seebächler. Everyone is always upbeat, discussing the plight of Greece, Barak Obama, FCZ, the weather, but never advertising. There is a moving F12 poster right next to the garden bar and another one opposite the Denner.
 
But they don't look at all because there's nothing interesting to see. I naturally caught the eye of these rather loud guys with my two different colored shoes and immediately struck up a conversation. Most people buy their beer, toothpaste or cigars in the Denner opposite. "Have you ever seen the new Denner ad with the people with the big eyes?" Big question mark. "What are you talking about?" "Yes, those advertisements and posters where these ..... people peer in amazement into an empty Denner bag." Question mark. "Don't you have a better joke? " I then told them the joke where a Basel resident wanted to become a Zurich resident. The doctor says, "But then we'll have to take 30 percent of your brain away. After the operation, the doctor tells the patient that a problem has arisen. Fifty percent of the brain had been removed by mistake. The patient replies: "Well then, goodbye."
 
My theory: It's not a joke. Advertising has lost contact with the audience. It flits past the target group. Nobody understands this insider advertising language. Speak or take pictures in plain language. Otherwise your colleagues in Seebach will never understand you. You deal far too much with the intellect. They won't understand that. And neither do I, even if I have to use my 100 percent Basel brain. The advertising manager and the agency have never visited the Seebacher Bar. My stand-up of the week is that the SVP made a mishap with its special edition. The coats of arms of the cantons are printed upside down. Embarrassing, embarrassing.