Desperate Times for General Ad Agencies

 

Desperate Times for General Ad Agencies

The idea that advertising agencies are recommending campaigns based on humor—and marketers are going along with it—is an act of desperation. At the end of this issue is an illustration from an upcoming Campbell’s Soup commercial that urges consumers to “Make some holiday magic.” It depicts the branch of an evergreen tree reaching through an open window and grabbing some green bean casserole. The viewer will think, “My isn’t that cute and clever,” and remember the gag, but not the Campbell Soup. Be well-mannered, but don’t be a clown. People don’t buy from bad-mannered salesmen, and research has shown that they don’t buy from