If you’re from Australia and older than 30 you’ll remember these old school macho advertisements from Solo ‘The thirst crusher’. They we’re the equivalent of ‘extreme sports’ in the 80’s which is pretty hilarious as is the solo man idea. If your not over 20 and from Australia; watch them and keep reading:
[youtube=http://www.youtube.com/watch?v=0aHNKziN-fE&feature=related]
[youtube=http://www.youtube.com/watch?v=_mJSOaO7cAU&feature=related]
And Campbells the soup company have recently aired a spoof version of the solo ads, which I’ll admit I’m a sucker for – in pure entertainment terms, I love it. A great version which has a reasonable link to their product – a retro can of chunky food.
Only problem, is that advertising isn’t film making, and I’m not rushing out to buy crappy canned food any time soon. Sorry Campbells, nice try, but no increase in sales is coming your way, even if some kind of advertising award does.
[youtube=http://www.youtube.com/watch?v=dLIIKrJ6nnI]
Startups out there – when advertising be original, it’s about selling, not comedy.
Steve,
Is a company ever able to justify its advertising/marketing effort as just “maintaining the brand”? Like much of Coke’s advertising, or high end fashion labels, such as YSL, who maintain expensive loss-making storefronts in expensive big city addresses.
Can these strategies indirectly maintain sales through their long-term effects on the brand?