Monthly Archives: December 2009

Aviation Advertising: Benefiting from BA's Balls-Up

Although two years does not qualify as a long and illustrious marketing career, I’ve been around enough senior marketers to know that referencing your competitors in campaigns is an issue that splits hairs and divides opinion across the board.

I, for one, believe that each marketing campaign has its own set of rules, whilst many companies in certain sectors employ ‘comparative marketing’ as the de facto practice (supermarkets being the worst, and most repeat, offenders).

Although British Airways has now had its proposed Christmas strike deemed illegal in a High Court ruling, the past few days has seen a glut of aviation advertising, all of which has very cleverly referenced the farcical goings on at BA.

Here’s my favourite piece of press advertising from this week; a simple strapline from BMI. When commercial opportunity knocks, referencing the competition can be a clever and effective strategy – especially with copy this good.

Breathtakingly Simple…

Following on in a similar vein from the previous post, I have stumbled across yet another example of simple copy that results in a big impact. This American advert for Wonderbra, by Saatchi and Saatchi, simply uses the brand name, inserting an extra ‘d’ to connote the effects of the product in question.

Quite simply, breathtakingly simple.

Copy Doesn't Have to be Long…

Some of the most effective marketing communications are successful due to their simplicity. This stunning new anti-smoking advert uses only three words, but the impact is undeniable. Click on the picture to enlarge it…

The New Meerkat?

It is only extremely rare and isolated incidents when I become a man of very little words – and this is one such time. Drench, a bottled water brand in the UK, has launched a stunning new campaign featuring hamsters which can only be described as an assault on Compare the Meerkat’s ‘cutesy’ throne. Enjoy…