Is Toeing The Line The New Advertising Trend?

I’m not sure about you, but I find myself wondering how many commercials got approved for mass distribution. So many seem to be lacking any sort of creativity, or thought.

And then there are a select few that are very clever; perhaps by toeing the line. But is this in-your-face advertising what marketers need to do to catch our attention and to combat online ADD?

Warning: Data Overload!

Both people and businesses are finding it increasingly hard to keep up with the influx of constant information. It’s no wonder that we’re feeling overwhelmed.

Check out part of an infographic created by Evzdrop and released by MarketingProfs in an article about drowning in data:

*To see the entire infographic, click here.

With all of this domination of data, I’ve noticed what I think to be a new advertising trend.

Tongue-In-Cheek: The New Advertising Trend?

There are a couple of distinct campaigns that have caught my eye with this possible new trend:

Kraft has a new line of commercials for Kraft Italian dressing. If you haven’t seen them, check them out by visiting YouTube.

• The entire campaign revolves around (what I believe to be) an extremely good looking guy who is showing you all of the things you can do with Italian dressing – in a zesty and sexual innuendo filled way.
• Kraft has even included the hashtag #LetsGetZesty with their advertising campaign, which has sparked a ton of traction on Twitter.

Booking.com has replaced the f-word with the word “booking” for some clever marketing and advertising.

• If you haven’t seen the, “Booking dot com, booking dot YEAH!” commercials, check them out on YouTube.
• Again, there’s tongue-in-cheek humor as well as a few well-placed sexual innuendos.

Apex Attention Grabbers

We’ve always known that sex sells. But now these snarky, below-the-belt, and read-between-the-lines commercials seem to be advertising at its finest.

What I’ve been thinking — and what you should be thinking, too — is how can I use this type of marketing in our own advertising campaigns? And should I?

There are drawbacks to think about, too. People can very easily become offended, and many times the joke (or sex) can overshadow the product. Even Kraft has come under fire with their sexy Let’s Get Zesty campaign.

In any case, here are some GOOD ways to grab attention with advertising:

• Focus on what the customer wants (not you)
• Give a reason, or benefit, for conversion, click, etc.
• Use short, concise writing that is free of grammar and spelling mistakes
• Words that work: Free, How-To, Tips, Ultimate Guide, Expert Methods, etc.
• Ask an intriguing question
• Always use A/B testing for best results

What are your feelings on the marketing that Kraft, Booking.com and other marketers are using these days? Is it clever or crossing the line? Let me know how you feel in the comments below!

See you in the social sphere!