Just what is so enticing about pachyderms that three national advertisers would be using them at the same time?
Prudential’s television ad features several of them. GE has one that dances (poorly, in CGI). Texas Instruments has spots in which one stands next to a little girl.
I’m speaking of elephants.
Yes, there are national television commercials for three major brands, all using pachyderms, and all for no good reason.
I’m sure the creators of these ads will tell you that “great minds think alike.” Some might even give you a smarmy line about how using an elephant is a “big idea.” But I think it’s yet another indication of the dearth of creativity in advertising.
“Hey Jimmy, have we got anything for the GE ad yet?”
“Yeah, we’re going to show some big creature doing a dance in the rainforest. We’re licensing ‘Singin’ in the Rain’ for the spot. Get it? ‘Cause it’s like, in the rainforest.”
“Those creative juices are working overtime!”
“Thanks!”
“So, what’s the creature? King Kong? Godzilla? Humpback whale?”
“Nope. Elephant.”
“Elephant?”
“Elephant.”
“I don’t get it.”
“Well, I don’t either, but Texas Instruments and Prudential are using elephants, so it must be a good thing.”
“Right, right. Excelling conceptual thinking.”
I could present equally sad dialogue surrounding the development of the other spots, but you get the idea. There is no idea.
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About The Author / Editor:
Scott G owns G-Man Marketing in Los Angeles (gmanmarketing.com), where he consults on marketing and sonic branding, creates cross-media advertising campaigns (print, broadcast, Net), produces radio commercials, and composes music and aural IDs for radio and TV spots. He's also partner in Golosio Publishing (songsandsoundtracks.com). © Scott G. (Note: The opinions expressed by The G-Man do not necessarily reflect the opinions or policies of this site or its publisher.)» Learn More About Scott G
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