Tag Archives: Angry

Sorry…I Was Eating a Milky Way

Today at the Storytime we are going to have a special talk for the Admen! Squeeze in tight so everybody can fit, there’s room for everyone at Aunt Mary’s!

Guys, I understand you are under a lot of pressure. Your creations have the ability to last forever now thanks to the internet and I’m betting your clients are asking the impossible from you. I’m sure they want an iconic campaign that reaches every target market and spans different media all while sticking to a tight budget. I’m guessing you got to hear all about your client’s neighbor’s nephew who is just a wiz with that social media stuff.

I really feel for you. It’s hard. But I wanted to give one small, gentle piece of advice from someone who loves advertising:

STOP FEATURING JACKASSES IN YOUR ADS!

milkyway ad road

Yes, I get it, assholes are really in vogue right now. We might even we living in the golden age of the Jerk-Almighty.  But here’s the thing: nobody wants to buy stuff from a jackass.

Currently the biggest knuckleheads in my book are the folks in the campaign for Milky Way candy bars. These commercials feature workers accomplishing terrible results at their jobs (misspelled tattoos, poorly painted street markings, hair burnt off client’s head) and when called on their poor work retort with an eye roll and snotty “Sorry… I was eating a Milky Way” not unlike a spoiled valley girl who was caught in her parents liquor cabinet.

My best guess is they were trying to edge in on Snickers brilliant “You’re Not You When You’re Hungry” campaign, but just not hitting the mark. The characters are rude and dismissive and truthfully not anyone I would want associated with my brand. I suppose a case could be made that the candy bars are so on point your forget about everything else…but I’m not buying it.

What’s more, none of these incidents are particularly creative. Misspelled tattoos happen and the “No Regerts” tattoo was featured in the movie “We’re the Millers.” Especially eyebrow raising is the cruise ship scenario which hits a little too close to the 2012 crash of the Costa Concordia in Italy which resulted in the death of 32 people. Not  exactly a gold mine of hilarious content.

We’ve talked about the choice of weird spokespeople before in the Liberty Mutual ads, making me wonder if the anti-hero is a trend with some legs.

But, Aunt Mary must give credit when due, I have to admit I find the print ads for this campaign creative and attractive, even though the sentiment is the same. Perhaps the stylized cartoon imagery makes it a little less dismissive? hmm…

 

 

Those Angry Insurance Ads

You know that weird cousin or drunk uncle no one wants to sit next to at Thanksgiving? The one that makes you think “Yeah, I’ll just bring another bottle of 2-Buck-Chuck to Grandma’s today?”  I’m wondering if some advertisers have decided these folks are an untapped market. I mean, conspiracy theory nephews need car insurance too, right?

And none are better at tailoring their ads to Facebook-fight aunts than Liberty Mutual Insurance. Their current campaign, filled with angry, put-upon people is enough to make the most ardent ad-lover scramble for the remote’s mute button.

Let’s pretend you are the new beloved of a wonderful person. They have brought you to a family gathering where you will get to meet the whole damn clan.  Suddenly, your cousin who is no longer allowed at the golf club isn’t so embarrassing, is she?

First up is cousin Lily. She’s…um…well, she’s really into her car. Please, whatever you do, don’t mention Brad Pitt at dinner. Trust me on this.

liberty insurance ad Brad

Oh look! It’s Aunt Justine and Uncle Phil. Their native tongue is passive aggressive. If we’re really lucky we’ll get caught in one of their fights, but have no idea they have thoughtfully put us in the middle until the drive home!

couple

And now we meet Aunt Kat. We politely refer to her as “organized”. A potluck at her house is no less orchestrated than a military invasion. Want to know why my brother isn’t here today?  He brought the wrong spoon for the potato salad to last year’s Forth of July picnic and hasn’t lived down the shame yet.

coffee lady

Mutual Liberty, I get it, folks hate paying for insurance, it’s weird and expensive. I even applaud you for understanding this fact! I’m just trying to figure out your game here. Your competitors’ spokes people include a charming, personable and (I think Australian ???) gecko, the adorable and approachable Flo, the golden voice President from 24, and the now super buff JK Simmons, and you, what? decided to go with an anti-hero?

Yet, Mutual Liberty isn’t alone in this. It seems more and more groups are going for the angry crowd. Blue Buffalo dog food’s ads had characters who were ready to sharpen pitch forks because their dogs’ food wasn’t gourmet. Now University of Phoenix has released an incredibly pissed off commercial that promises we will all be sorry for underestimating their students, to the tune of “If I Only Had a Brain” from The Wizard of Oz.

There is no doubt we are living in a hayday of the angry person, I just never expected Madison Avenue to grip this derision for profit. What does it say about our society when the sizzle we are selling is burning anger?