Anti-Foolish: Produce the Best Advertising by Learning From the Worst
It’s scientifically proven that optimism is, on the whole, better for us than pessimism. Looking on the bright side of things, well, dims the darkness. We sleep, feel, and think better as a result. But what if we could still learn, and even succeed, by focusing on the negative?
It sure has worked for Charlie Munger, the Vice Chairman of Warren Buffett’s Berkshire Hathaway and the latter’s right hand man.
Munger states, and has stated for decades, variations of “It is remarkable how much long-term advantage people like us have gotten by trying to be consistently not stupid, instead of trying to be very intelligent.”
At first hearing, it almost sounds like a no-duh. But be honest with yourself - how many times have you asked “what would a foolish person do?” in XYZ scenario you’ve encountered in life? It’s a small but powerful re-framing of optimal thought.
And advertising has lessons reflecting this very principle, all over the place.
There have been miscalculations, campaigns in unthinkably poor taste, and full-blown blunders. Seeing the disasters can educate us on how to not join them in the hall of shame. So let’s cover a few, and garner wisdom after observing!
Pepsi - Live for Now, Feat. Kendall Jenner
The Youtube comments tell you all you need to know. This ad was pulled after a single day of airing due to the amount of backlash received. Bernice King, the daughter of Martin Luther King Jr., remarked “If only Daddy knew about the power of Pepsi”. Clearly, this was an advertisement that should have never seen the light of why.
What to Learn
If you want to tackle social issues, have at it. But have those i’s dotted and t’s crossed, and be authentic.
The reason Pepsi got slammed wasn’t that social justice or police were shown. It was a lack of awareness. Pepsi, refreshing though it may be, is still a beverage. And at that, the corporation had little history of advocacy, and the same goes for Jenner. It all culminated in a piece that was above all else, detached at best and offensive at worst. It harkens back to Charlie Munger too, in that Pepsi was striving for the exceptional, the truly awesome…instead of just thinking “could this be what a fool would do?”
New Coke
Beverages really have this whole blunder thing down, eh? But hey at least Coca-Cola is a good sport about this 1980s debacle - the link above recounts it all on their own website.
In a story worthy of a documentary, Coca-Cola started feeling desperate. Pepsi was gaining ground, and cola as a whole was lagging in consumer awareness. So Coca-Cola launched New Coke, with a new flavor and label…and the outcry had more zing than 1,000,000 cans of the original recipe!
What to Learn
Don’t throw the baby out with the bath water. If something isn’t working, analyze what smaller measures could be taken before fancying an entire overhaul. This is especially apt if you have a legacy even 1/100th that of Coca Cola. For perspective, their customer line was reaching nearly 2,000 phone calls a day after the New Coke release. Their daily average of pre-release phone calls was 400. Overreactions are a fool’s errand, so try to tame them by thorough, objective analysis free of emotion.
Burger King UK - “Women Belong in the Kitchen”
This one hurts because Burger King’s intention was to do something surely honorable.
The execution was anything but.
Burger King was tweeting about its scholarship, and while seeking to shine a light on the lack of representation of women in the culinary industry, came up with the headline “Women belong in the kitchen”. Look, with context, most level-headed folks see what they were trying to do. But come on! *Repeated facepalms*
What to Learn
The optics game matters. Meaning, how do things look, despite your heart being in the right place? Creativity is like fire, it can be a savior, or it can bring immense damage. Wield it appropriately. If you have by chance seen Charlie Munger speak or write, do you suspect he would have the audacity to utter a line such as this? Highly improbable.
KFC - Mouthful
The 2005 commercial may have been called “Mouthful”, but all audiences felt like they got was an earful. It was so impactful, that the fast food behemoths received numerous complaints from parents about their kids’ manners at the table!
What to Learn
Confusion in advertising is fairly common and moderately harmful. Annoyance, on the other hand, is rare but excruciating.
It’s a typical side effect of brands wanting to simply stand out, to distinguish themselves. I mean you could see it, right? The KFC boardroom adamant that people will remember this ad, almost by proxy, because it simply isn’t happening anywhere else! Our food will appear irresistible!
ERRRRR! Wrong. Lacking sense, lacking a jingle, being grating to the ears and almost gross to the eyes, the KFC “Mouthful” ad is a masterclass on whatever you do, make sure it’s not annoying. Even confusion can sometimes lead to mystique.
For the Best Advertising in Boise, do the Opposite of the Worst
The billionaire Charlie Munger is an anomaly in that he doesn’t really strive for or even recommend brilliance. Funnily enough, it’s what makes him brilliant, and you can be too by avoiding classic pitfalls companies make with their advertising. One tip that applies to all ads, is knowing your medium. Radio and digital require their own finesse, as do social, television, and every other route.
And if your business needs a hand with it, we and our top-rated radio stations and smart, fun, and caring creatives are always standing by to help. Cheers to blunder avoidance!
