I promised my friend Basil on facebook to write about Mannings' ad some weeks ago on Jul 21. Yes, it has been a while and I am well aware of that. That's why I am writing this post. My stance is partly opposite to Basil's totally affirmative attitude towards Mannings and I will explain in the following paragraphs.
Let's start with the little books first. From a branding perspective, I think they are great. Mannings has been pushing forward a proposition that stresses warm-heartedness and confidence they offer to customers since several years ago. Issuing books that explain solutions towards day-to-day problems that are small but can be problematic when one actually face it is a good idea. Mannings shows well to customers that they truly pay attention to minute day-to-day issues and are very willing to help. Using still images to form a motion on paper is also a fun way to explain all those boring medical details too.
However, I am not very uncomfortable with the way the other commercial shown above was executed, to say the least. To have a girl yelling in the middle of the street about a lottery three times (yes, she's repeating it three times) is not any good communication. This kind of execution that repeats its message reminds me of the Chinese ad below, which was absolutely a remarkable mockery.
Let's start with the little books first. From a branding perspective, I think they are great. Mannings has been pushing forward a proposition that stresses warm-heartedness and confidence they offer to customers since several years ago. Issuing books that explain solutions towards day-to-day problems that are small but can be problematic when one actually face it is a good idea. Mannings shows well to customers that they truly pay attention to minute day-to-day issues and are very willing to help. Using still images to form a motion on paper is also a fun way to explain all those boring medical details too.
However, I am not very uncomfortable with the way the other commercial shown above was executed, to say the least. To have a girl yelling in the middle of the street about a lottery three times (yes, she's repeating it three times) is not any good communication. This kind of execution that repeats its message reminds me of the Chinese ad below, which was absolutely a remarkable mockery.
Delivering messages is the basic function of a communication like advertising. It must be met, but that's the prerequisite only. On top of it, you can do it in style and that's the brand component in an ad. Please don't just focus on delivering messages and make your style disturbing.(Notice how people comment on the ad)
Annoying people are disgusted with no mercy, so are ads and brands. Annoyance is one critical factor that has led to all the ad avoidance we see from customers today. You are free to kill yourself with low class ad like this, but please spare the industry and think twice.
Will explore more about the branding of Mannings and its primary competitor Watsons in the next post. Stay tuned.
No comments:
Post a Comment