The Monday Morning WHIP //123

We asked Stan (http://branddna NULL.blogspot NULL.com) to write these whips because we knew he’d be make us all better creatives. This whip is no exception.

I see so many ads these days that I would describe as category ads.

What I mean by this is that the ad promotes the category rather than the brand.

For instance an ad for an auto brand that focuses on the benefits of a reverse camera.

Now reverse cameras are great, don’t get me wrong, but most high-end 4WD type vehicles have them.

So if you produce an ad that focuses on the camera rather than the car you end up promoting reverse cameras.

And given these cameras are available in most high-end 4WD’s, the person looking to buy a car ends up comparing all the brands with a camera rather than seeking out your
brand.

Which is great if you’re a reverse camera manufacturer, but not if you’re the maker of the car.

So when you have a few minutes, why not revisit the work in your book and see if any of your finely crafted pieces are working harder to promote the category than the brand.

And if they are?

Well that’s entirely up to you.

Written by Junior
Originally posted on: 30/05/2011
Category: WHIP
Tagged: .
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