“I love advertising because I love lying.”
What is the Clio Awards?
The Clio awards is an annual industry event celebrating creative advertising innovations in design, print, radio, television, digital/ social, direct marketing, integrated marketing campaigns, engagement, film and public relations.
The 2014 Clio Awards was held on October 1 during New York City's Advertising Week and was hosted by none other than Whoopi Goldberg.
The highlight of the event was a hilarious but painfully true award acceptance speech by Jerry Seinfeld sponsored by Ogilvy & Mather and American Express.
Bad advertising or marketing is prevalent all over the world.
Part of Jerry's speech was either drenched in sarcasm with some truth in it.
"In advertising, everything is the way you wished it was, I don't care that it won't be like that when I actually get the product being advertised because in between seeing the commercial and getting that thing I'm happy. I just want to get the thing. We know that the product is gonna stink. Humans are a stupid but hopeful species."
The speech tickled most of the executives pink because Jerry Seinfeld spoke the truth about advertising - Bad advertising. Why has advertising got such a bad rap for itself? At present day, few companies are willing to pay good money to create a brand name and advertise it.
This could not be further from the truth. Savvy consumers nowadays are not satisfied with poor, in-your-face product or service advertising. You could easily be wasting hundreds and thousands of dollars on useless advertising that could even backfire, put your company in bad light and hurt your brand name.
"But we're happy in that moment between the commercial and the purchase and I think spending your life trying to dupe innocent people and their hard earnings to buy useless low-quality misrepresented items and services is an excellent use of your energy."
Brand Integrity and Ethical Marketing
Jerry is calling for integrity and ethical marketing practices amongst businesses and marketers. What are you really selling? It is just a bunch of lies? Mis-truths about your company's products and business could lead to long term distrust, a complete dash to all hopes towards brand loyalty and a public backlash.
Create a Meaningful Brand
Last but not least Jerry went on about materialism and companies who just focus on selling stuff. Stuff on its own without a brand story accompanying it is just a meaningless, physical object.
"I also think that just focusing on making money and buying stupid things is a good way of life. If your things don't make you happy, you're not getting the right things" Jerry even joked about launching a new book titled "Soulful materialism".
A brand without a story is nothing but a product or service in its rawest form with usually little or no differentiation, providing little or no reason to purchase it.
Start Your Own Meaningful Brand and Advertising Campaign today
To find out how you can appeal to savvy consumers, create meaningful brand messaging, advertising and marketing programmes for your company's products and services, contact us today.