When copywriters are “too clever”

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Have you ever experienced this:

The other day I saw a very funny commercial.                                                                 It was well shot. The casting was excellent.                                                                  And the dialogue between the two, very antagonistic                                                    characters was worthy of Raymond Chandler.

It had a simple, clever idea – usually the basis for an award-winning ad.

The trouble was, the copywriter was just being “too clever”, as my advertising mentor used to say. The witty dialogue made a good, strong point. But that message wasn’t locked into the product name. And it should have been.

The result was that no “branding moment” took place in my head. So I didn’t remember the name.

Thanks for entertaining me, Mr Advertiser, whoever you are. I hope, next time, your copywriter will make me remember your name.

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