Ronseal. We all know that it does what it says on the tin (technically it doesn’t as if it did, Ron would be having a terrible time) and this has always been the advertising focus. It makes the product stand out and appear superior to other similar products on the market. But has the “does what it says on the tin” concept gone too far?
Corsodyl is a new mouthwash for people who spit blood when they brush their teeth and the (not-so-catchy-slogan) is exactly that: “For people who spit blood when they brush their teeth”. In the television advert for Corsodyl, a woman is seen brushing her teeth and then spitting blood into the sink. Have a look at the advert for yourself:
It’s to the point, but seems to lack any originality. No doubt a big advertising company has been paid a substantial sum to come up with this advertising campaign, which could have been conjured up by even the simplest of minds. Here’s how the meeting went when developing the Corsodyl advertising campaign:
Corsodyl Representative: “We’d like a catchy advertising campaign for Corsodyl“.
Advertising Guru: “Ok, what’s Corsodyl for?”
CR: “It’s for people who spit blood when they brush their teeth”.
AG: “Hmmmm…. tough one. How about “Corsodyl. For people who spit blood when they brush their teeth”?”
CR: “Genius. We’ll go with that. Fancy coming to a strip club?”
AG: “Sure. Let’s go. I’ll supply the twenties as I’ve just charged GlaxoSmithKline £125,000.00 for my services.”
At least that’s how the meeting went in my mind- it can’t have been that different.
A 1990 film, Crazy People, featuring Dudley Moore, was about an advertising executive who snapped and started to advertise products exactly for what they are. One of my favourite fictional pitches from the film was for Jaguar– “For men who’d like hand-jobs from beautiful women they hardly know”.
Perhaps the same advertising tactic should be used for all products? Here’s some of my own ideas, which I will be pitching to the relevant companies this week: