If you watch as many advertisements as I do, you’ve probably noticed similar themes in the condom industry. In the condom industry we typically find two frequently used themes. The “anti-kids” spots and the classic “knee-slappers”.
Anti-kid advertisements are the ones that inject fear into the viewer. These ads display the impact of having a kid and how it can be compared to losing a limb. These ads primarily target young men who are looking for a good time but not for a present nine months later.
Then we have the good ol’ Knee Slappers. These are those funny commercials that make you laugh out loud and slap your knee like a mosquito was about to bite you. Sure some of the anti-kid commercials are knee-slappers as well but for the most part it’s the ads that shock and make you laugh out loud that fall in this category.
My question is, why do these show up time after time? Well I’ve got your answer,
(1) they worked before thus (2) it’s easy to sell to clients.
In my opinion – This is the problem with our industry. These advertisements aren’t going to increase your market share. These are simply advertisements that agencies will tell their clients “develop their brand.”
LUDICROUS!
If everyone is doing the same kind of advertisement as you. And are positioning their brand identical to yours. There is no way you can position yourself ahead of your competitor. There is no way a consumer will choose you over the next guy unless they’re already loyal. You need more than a funny punch line to make a sale. You need something that embarks emotion and ultimately something different from every other player in your industry.
Below is a condom advertisement that I came across at CopyRanter who called it, ”
“The least sexual, most interesting condom commercial ever produced.”
Now, this ad breaks the rules…No, this advertisement CHEATS! It goes against what many other condom commercial have been doing for years and shatters the norm. It takes the rules that many condom companies have put on their agencies and snaps free… Simply put, this is not your typical condom Ad.
Take a look for yourself,
As you can see, this ad is filled with emotion. (And great direction)
Emotion filled advertising is becoming more and more common in today’s market. From the Tim Horton’s advertisement that brought tears to many Canadians to this one. Emotional ads are becoming an epidemic.
However, this is a good thing – because for a lot of these brands this is something new. This is a position that many brands have forgotten or if anything ignored.
You see, lots of marketers had gotten so caught up in the idea that “sex sells” that they forgot about Love. Now, I don’t know if this whole shift is related to marketers finally realizing that women have a significant amount of influence on their mans purchases.
But it sure look that way.
