Rad and Bad Ads No. 23-001
Psst. Your strategy is showing.
The creative brief behind these ads is blatantly obvious.
Typically when this happens the ads are bad.
But in this case, they’ve embraced it and made it work.
They are so watchable you can’t help but wait for the next one.
And the next one.
And the next one.
Is it as good as the very famous and seemingly endless Allstate Insurance campaign?
Their “racoon” ad is one of my all-time faves.
But Dr Rick is rad too.
Rad and Bad Ads
with Eran Thomson
The first YouTube comment on this video is “wtf?”
And I couldn’t agree more.
Even ChatGPT couldn’t write a script as nonsensical as this.
I tested it and the AI version is better.
Here’s the client’s version:
Comfort is being prepared even if you’re not ready.
It’s looking after yourself while looking out for the planet.
It’s the night you feel like you again after your first baby.
Comfort is more than just a feeling, it’s life-changing.
WTF does any of this even mean?
I thought maybe it was a female thing.
So I showed it to some women I know who enjoy comfort.
Their collective response?
Coulda Shoulda Woulda
I never like to say an ad is bad without offering some thoughts on how it might be improved.
After all, judging is easy and ideas are hard.
Selling comfortable clothes that give women confidence is a good thing and this may have been a good brief.
As far as I can tell, the way most women’s clothing is sold is almost always fashion over function.
Comfort and confidence aren’t touted often.
So I like where they are (trying) to come from.
Perhaps a more anthemic, personal, and empowering VO would have helped.
Using the existing, slightly weird, video imagery, something like this might work:
Whatever the day brings.
We’ll help you face it.
With everything that makes you proud to be a woman.
This is still a long way from rad.
But at least it makes sense.
That racoon ad is 100% rad.