I lately wrote a blogpost in German on the poor chaps in advertising. I argued that advertisers are always coming too late with their creative ideas. If the business model they are going to advertise is bad they can’t do much anymore. They are just too late to fix the problems in the business model.
I made the provocative statement that you either have to be extremely creative to make good advertising for bad products or you must be schizophrenic.
The blogpost spured an interesting discussion. One advertiser sent me an ad from Bob Levenson, a guy from an agency called DDB. The ad is from the late 1960s. It is a manifesto for good products and against tricking people with advertising for bad products.
I want to share this ad with you since it is so true also for bad business models. If you have a bad or dated business model you have to change or die as department store Karstadt did. And it is not the fault of a bad economy or because of your competitors.To use the words from the ad. You die from your own skilled hands. It is the fault of your strategy skills.
Here comes the original text of the ad. Thanks to Serge Deville for the text.
DO THIS OR DIE
Is this ad some kind of trick?
No. But it could have been.
And at exactly that point rests a do or die decision for American business.
We in advertising, together with our clients, have all the power and skill to trick people.
Or so we think. But we’re wrong.
We can’t fool any of the people any of the time.