WARNING: Sex & Dangers of an Amazing Advert

I say this all the time, but I’ll say it again…if people think your advert is ‘amazing’, it’s a bad sign.

Your advert should never compete with your product for attention.

If people remember your advert then they will say, wow, what an amazing advert. “Look at those awesome graphics”, “what a clever way to say it”, that was so funny”, “these guys are so creative”.

If on the other hand your actual offer or product is unforgettable, then they’ll say “wow, where’s my wallet?!”

Which would you prefer?

This is why Sex hardly ever sells  (unless you’re selling a sex product). Sure, it gets attention, but attention is not selling. A naked woman will always get attention, many times from the people who have no interest in or capacity to buy from you. If you’re selling a car, you don’t want men thinking about sex – you want them thinking about your car. Very rarely is sex effectively used in advertising, because if done wrong, it’s a major distraction from your product.

People should remember your offer, not your advert – and every element – words, graphics, models, sounds etc should add to effectively communicating your offer, not distracting from it.

“Be provocative. But be sure you ‘provocativeness’ stems from your product. You are not right if in your ad you stand a man on his head just to get attention. You are right if you have him on his head to show how your product keeps things from falling out of his pockets.”

-Bill Bernbach

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5 thoughts on “WARNING: Sex & Dangers of an Amazing Advert

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