What A Waste Of Advertising Money! A view on Philippine advertising and Philippine Marketing.
today's AMAZING TV AD : honda's "cog" 2 minute tv spot
for more on this, go to this post : http://the-wawam-file.blogspot.com/2008/04/cog-honda-tv-spot-another-amazing-ad.html; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.
that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!
all they are doing is wawam! what a waste of advertising money!
here is a first row view of Philippine Advertising and Philippine Marketing.
mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away
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is there a woman out there who would do what kim chiu did to her bf - ride on the shoulder of a man when you have your menstruation and wearing a pad?
this ad says whisper sanitary pad is so good that the bf's shoulders will not have a menstrual stain after moving up and down on his shoulder. and the bf will not smell mesnstrual odor even if his nose is just a few inches away.
isper is a sanitary napkin that likes to talk superiority on their dryness claim. it was launched in the philippine market on the basis of claiming it's the sanitary pad that offers dryness. to consumers, that means the pad will not fail and will hold all the wetness the woman has even on heavy days when she is having her menstruation.
i bet they used the word "torture test" a lot in describing this ad when they developed it. that means subjecting the product in torture test situations and coming out as the winner, showing the ability to deliver the promise.
in this case, the promise is dryness even in a torture test situation of the woman who has menstruation agrees to saddle back her man, riding on the shoulders of her man, putting that part of her body where she puts the sanitary pad on.
the torture test situation puts that body part of hers where she wears the sanitary pad in actual physical contact on the guy's neck, being pressed and pushed and within a few inches of the man's nose. apparently, that body part of the woman where the sanitary pad is placed not only leaks but also smells.
kim chiu, a teen popular actress is so confident whisper sanitary pad will succeed in this torture test that gerard anderson another popular teen actor will not smell and will not see menstrual blood on his neck.
WTF was that????? its ewww, double ewww and triple ewww!
i don't think there is a filipina alive today who will EVER, EVER agree to do something like that in real life when she has her period. there is no way a woman will ever do that. even if she uses a dozen whisper sanitary pads on that body part of hers.
this whisper ad is over the edge of sanity and stupidity. i think it succeeds on the torture test idea only in the minds of the ad agency that created it. it fails on believability, empathy and definitely wins on the ewww and ewww factor.
saw the ad of this sanitary pad product that uses the tag line "have a happy period" - it's WHISPER SANITARY PAD!, a p&g brand. i am shocked! p&g brands almost always have good advertising. not only that, they are known to do very extensive consumer research before they air any advertising, almost every step of the way. so this is shocking for me to find a p&g brand that has a tag line that consumers will find weird, to say the least.
i don't remember the brand and have not seen the ad again, but there's this tv ad for a sanitray napkin that had a tag line that said something like "have a happy period".
what the hell is that? "happy" is a word or a feeling that a woman would ever associate with having menstruation. it's not only an over-promise, it's probably something very insulting and idiotic to women.
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Ano Daw Sabi? Sindrome (ADS? Sindrome)
when an ad is unclear in what it is saying, that is the reaction you have -Ano Daw Sabi? (what did it say?).
and whenever an advertising has ADS?, it's actually a "sin" to the client and to the business of the brand.
if an ad is unclear in what it is trying to say, or even just parts of it, what is it's reason for being then? it can be just 10 seconds of the ad or the whole 30 seconds, any second that has the ADS? Sindrome makes the whole ad a WAWAM!
the ADS? Sindrome is a specific malady that makes the ad a WAWAM!
everyone is welcome to join WAWAM! and post here. advertising and marketing practitioners, students of marketing and advertising or anyone who has something to say about advertising or who just wants to be heard are welcome to join WAWAM!.
send an email to wawam.authors@gmail.com and we will send an invite to allow you to post here.
you're in advertising or brand management and you got ads (tv, radio, print, billboard or brochures/flyers, etc.), give WAWAM! a copy and let's discuss it here. give us the link in YouTube if it's posted there already.
know of an ad in YouTube you want to talk about, give us the link! it can be any ad, something you worked on or one your company or friend did or something you just find interesting.
WAWAM! is adding a new section and we're calling it "Brain Food".
Brain Food is where you can find titles of books to read on marketing and advertising and the occasional books on management and leadership.
Unless stated otherwise, these books are available in the Philippines. If available, will also post links, excerpts or reviews of the books featured here. These will be posted in the main blog section but from time to time will post them in this section for quick access.
For easy access, all Brain Food posts will be tagged. To access all the Brain Food posts, Just click "Brain Food" in the "inside WAWAM!" section.
Also, tell us of any interesting book you have read and will post them in Brain Food.
view synopsis here : http://the-wawam-file.blogspot.com/2008/08/brain-food-4-good-to-great-by-jim.html
tracking start august 10, 2008
the anti-WAWAM! word of the day
> Advertising Budget As An Investment : getting your brand in the minds of consumers do not happen overnight. If you want this to be there quickly and strongly, you need to spend for it. Also, there's a reason why the advertising expense is called an "investment". why? think about it.
the anti-WAWAM! words of past
> Advertising Budget As An Investment : getting your brand in the minds of consumers do not happen overnight. If you want this to be there quickly and strongly, you need to spend for it. Also, there's a reason why the advertising expense is called an "investment". why? think about it.
> Brand Character - often glossed over and mostly misunderstood, but is a powerful brand separator and more importantly a powerful cause for WAWAM! brand character success may not be the most powerful success factor but it's a powerful pull down to failure.
> Consumer Insight - a consumer insight is NOT a consumer research finding. if you took the words out of a consumer research finding and wrote it in as a consumer insight, you are in the wrong track.
> Consumer Insight - if you don't have one, DO NOT proceed with your product or advertising launch. do so only if you have a consumer insight.
> Consumer Insight - neither is a consumer insight a marketing objective or problem and not an advertising objective or problem. if your consumer insight sounds very much like these, you are in the wrong track, in a horribly wrong track. change it quickly!
> Entertainment Value - tv spots are aired on TV whose primary role in our lives is to provide entertainment. if your ad does not entertain in some way, why air in a medium meant for entertainment?
> Tag Line : the art and discipline of a great tag line has been lost and it seems it is no longer in practice. A poor or weak tag line means you don't really have an ad concept
> Talents - if you chose a talent to appear on an ad just on the basis of looks alone, you are in the wrong track. Acting ability is obviously needed, but there are a few intagibles that you need to look out for.
> Target Audience - if what you have in your advertising and marketing plan is just a statement of demographics, you are in the wrong track. even if you added psychographics, you're still in the wrong track. make your target definition work hard!
> WAWAM! - What A Waste Of Advertising Money! mostly advertising materials that are failures, unable to inform, persuade or build an image or build business for the brand. they are advertising where good money is spent on bad things. it's impact is equivalent to not spending money at all.
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