Is that ‘banker’ with a ‘w’?

5 Mar

It used to be a thing in advertising — at least when I studied — that certain industries needed to be marketed in a conservative way, because being too offensive, or even just too casual, could reflect badly on the institution and breed a lack of confidence among consumers. Financial institutions were the textbook example. Well, that seems to be changing pretty fast. It won’t be long before banks are using Cheezy the LOLcat to encourage us to ‘can haz ur monzies grw1ng by uz’.

Currently adorning my email provider (and now the right side of your screen) is an ad for Old Mutual that is really only a step or two behind LOLcats. Where to begin?

  1. Putting an ‘i’ before things when you’re not Apple is what mindless executives do to say, ‘We know about the computers (or gee whiz we’ll employ someone who does)!’, and ‘See how we’re down with the kids!’
  2. ‘Cute’ spelling is one of my pet hates, but in some words it’s inexcusable. Should we really trust the wisdom of someone who misspells ‘wise’ in two ways?
  3. Point 1 & 2 are nitpicky, I’ll admit. I could forgive the dumb branding, but they seriously sought out a guy wearing a ‘3 way’ t-shirt? The crassest, douchebaggiest, unfunniest possible ‘joke’ slogan shirt, pasted on the rugby-watchingest, douchebaggiest freshman, grinning like he knows his shirt is like the funniest thing.

‘Ja, bru, my pa bought me like tha sickest Alfa Romeo for ma twenty first, hey, so ja come an have a few drinks tonight an you can like check me doing burnout on this thing. An then we can fully pull some chicks, have some beers… Oh ja, hey, and I like luv ma wheels, hey, so you should also like insure with iwyze, maybru.’

I’m pretty sure that’s what it would say if the ad had a speech bubble.

I guess this is why we were told to go conservative with financial campaigns, because my life insurance is with these people, and it’s all I can do to keep myself from cancelling it right now.

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