Tuesday, July 31, 2007

Creep Factor

Ever the anti-agency, CPB is now racking up anti-PR. Great story in the latest AdAge about how "Deadenbacher" has effective turned ConAgra off "buzz-factor" advertising for good. And then last night Nightline had a heart to heart with Burger King's CMO in which even he describes the fiberglass-headed sometimes-in-your-bed King as, well, "Creepy."

I suppose creepy is a good thing (?) for food advertising, which for as long as I have been a witness, has amounted to little more than a montage of bite-and-smile with only the occasional Salad mobile (Jack in the Box) to keep it fresh. Of course, the Saladmobile still goes at that old tried-and-true advertising principle: try and a make a little sense and uh, you know, sell the product.

And you have to applaud a client who's willing to approve the line "Don't eat at Burger King" (and the agency that is fearless enough to present it).But I gotta say: I'm not getting any hungrier.

Maybe the creepiest part of all is seeing Rob Reilly get all client-friendly in front of a TV camera. How did he describe the Burger King effort? "I think the goal is to be different, and to provide great products and some entertainment and have some, a brand experience beyond just the products."

I suppose when your product lacks a great deal of nutritious value, your added value become "brand experience".

Don't get me wrong: I think CPB is doing category-leading creative for this client. But when commercial entertainment is your product's most redeeming quality, it may be time to rethink what it is you're selling.

1 comment:

Moda di Magno said...

Loved this "to provide great products and some entertainment and have some, a brand experience beyond just the products." I applaud the giant balls to say that with a straight face.

A brand experience beyond the Whopper™? Insert bathroom joke here.