It seems certain ad agencies are just going out of their way these days to make utterly ridiculous adverts merely to shock / confuse / appal the general public. To have gotten rights for all those 80’s properties couldn’t have been cheap and there must’ve been a seriously good pitch from the agency (I’ve been too lazy to look up who spawned it – they should thank me for that) to convince the, I’m sure now frustrated, clients at Muller to go ahead with this madness. Reading the comments the ad has got on youtube, I’m not alone in this thought – here’s a little example of the power of crap advertising ‘I have already remarked on how poor this advert is but I would go further by saying I have consciously refused to buy Muller yoghurts now since watching this ad.’ I think I’ll join you, Derek, 26 from Scunthorpe – I shan’t be purchasing one of those fruity cornery yoghurts again either!
But of course, Muller aren’t alone in this – the ‘let’s create a totally bonkers advert with no rationale’ trend has been going for a while. Compare the Market most famously kicked it off but the difference being, their campaign actually works and people like it… it also has a very vague relevance to what the company does for a living which, call me crazy, is important. Muller you might be surprised to hear make yoghurts.
Now don’t get me wrong, I’m all for creativity and god knows, I wish clients were as open minded in the experiential world as clearly the Muller clients are for ATL. I would love to see how that ad would be translated into the experiential world – you’d end up with:
a) a riot on your hands from confused and angry, patronised consumers
b) it could never happen due to the cost of royalties
c) basic, budget sampling because actually getting people to try the product, decide whether they like it and whether it’s worth buying isn’t as important as confusing the hell out of people and making them switch over the TV!
Must do better.
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