Hi everyone,
Just as I was coming to terms with my feeling that advertising copywriting couldn’t get any worse than when Advanced Hair Studio confidently proclaimed to the world that they, “Specialise in nothing, but hair loss…” (Great job guys: A negative, a “but” and a sense of grief all in one sentence) BTs latest advertisement for their broadband offering manages to plumb new depths of epic PR failure.
Have a look at the ad and then we can talk about it together.
OK, whilst suspending my disbelief that these people are actually students and adjusting to the fact that I am smack in the middle of their target demographic, yet I know no-one like them, far less aspire to empathise with them, let’s look at how many groups of society the copywriters actually manage to offend.
Fem: “On-line dating again?”
M1: “It’s 2013 Grandma, deal with it”
That’s the way BT! Despite seniors consistently registering as high users of the internet and having the disposable income and leisure time to make them one of the most lucrative demographics to market to, BT manages to use the term “Grandma” as a derogative whilst implying a senior is stupid. Great start!
M2: He’s reeling one in…
What??? Not content with alienating older people, let’s objectify females by referring to them as fish to be caught, presumably for M1’s sexual gratification.
Who’s next up? Yep – MEN! Read on…
M1: She thinks I’m funny but she’s not sure about my photo
Fem: Yeah, it is a bit “Fun-Dad” Swap it for this one before she bails
Great job! As if men aren’t having a hard enough time finding the space they are expected to occupy in society these days, now being fun and a Dad is to be ridiculed.
M2: Just keep her smiling…
Presumably because girls are so stupid the object of M1’s desire won’t realise what a complete muppet he is if she is having her metaphorical tummy tickled.
Fem: Not the cheese joke…
We’ll just move smartly along from this one shall we?
M1: *Musing* How do I feel about Alektorophobia? Fear of chickens is rare, but…
How we laugh at this comic mix up until we realise that M1 and the online fish are typing to each other and presumably she will have typed Electrophobia.
M2: She means the band mate (good blokey bonding) tell her you’ve got tickets to see them on Friday
M1: Have I?
M2: You do now!
M1: I’ve got a date
The cast now high five and fist pump while pulling faces, presumably to illustrate the social inadequacy of M1 and to leave us feeling horrified for the poor “fish” that is going to experience the date from hell on Friday.
Good advertising copy makes the target demographic feel aspirational towards product ownership or like they are missing out by not owning the product. BT’s copywriters just reinforce in me a feeling of never wanting anything to do with their company or any of their products.
And while we’re talking about good advertising copy, here’s a free strapline for Advanced Hair Studio.
It’s your hair. Longer.
©TVSM2013
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