Thursday, 30 December 2010

Single minded isn't working

I see so many ads like this these days.

Well not exactly like this obviously. But ads using the same device.

And by that I mean there is a strong focus on a single feature or benefit.

Nothing wrong with that you're probably thinking. But I reckon there is.

Take the ad above for Samsung cameras.

The benefit/feature shown is that the camera has a powerful zoom function.

So what!

Pretty much every camera has a zoom. So why bother to advertise such a feature?

I know it's almost impossible to find unique benefits/features these days. But me thinks it's time the people writing the creative briefs tried a just little harder.