Nothing.
But don't tell that to the folks responsible a new radio ad for Nedbank Investment Banking. Somewhere along the line someone has not only managed to stretch a tenuous analogy too far, but they have managed to sell it to a gullible client, too.
Once again we see (hear?) an attempt at creativity-at-all-costs that completely misses the point and ends up confusing people. There are plenty of "rain" idioms in the English language suitable for bank clients..."saving for a rainy day" comes immediately to mind. But maybe that's not creative enough..."too obvious" I can hear you say. Perhaps. So, instead of coming up with yet another tortuous and inappropriate analogy, why not offer up a few convincing facts instead?
Hey! That would be original.
But what is it with these analogies? Someone else - a legal firm this time - has been telling us how there are many similarities between itself a flamingo. They then go on to list precisely ... none. Haha. That ought to keep us guessing, eh? Except that nobody cares.
So, to save yourself a lot of trouble in trying to invent the next "analogy no-one has thought of yet" here are the three simple steps to creating powerful radio ads. Following these steps probably won't lead to creative awards, but as you're not going to win any with the kind of puerile drivel described above, you may, at least, attempt to make your next foray into radio a bit more profitable for your big-spending client.
Here are the guidelines for powerful radio advertising:
- Identify your Prime Prospect early in the ad
- Make your Prime Prospect an offer only a complete idiot would refuse
- Make it easy to accept the offer.
