Originally published on 1 Jan 06 and republished on the "Best of Adformula series"...
A woman came home just in time to find her husband in bed with another woman.With superhuman strength borne of fury, she dragged her husband down the stairs to the garage ,tied him to a pillar and put his manhood in a loop and tied it in to the wall .Next she picked up a hacksaw.
The husband terrified, screamed, "Stop! Stop! You're not going to cut it off... are you?"
The wife, with a gleam of revenge in her eye, said, "No. You are. I'm going to lock the garage from outside and set on fire."
Not every ad guru accepts the theory of Unique Selling Proposition (USP) which Rooser reeves of Bates made decades ago.... Many disagree with the idea that ads should have a single and strong idea to sell successfully..But none disagree that ads should have strong ideas to be able to sell , whatever you name it and too many ideas will bomb on the face for sure.. Remember vicco turmeric..?USP's can be inherent in the product- can be made along with the product and then communicated through good advertisements, or can be simply 'discovered' after the product is made and before communicationis thrown on to the air.
Contrary to popular perceptions the second route isnt that bad.. saw the latest G4H ad's ? ,which are making Kaliappa Chettiar laugh like never before..( Mr. Chettiar owns Sri kaleeshwari mills which is the proud owner of Goldwinner, the cooking oil brand)..but USP' which the ad agency discovers for and on behalf of the client ,many times do back fire.. synclova 5's made it then but today people are less idiotic.
Listen to this...Samm Sinclair Baker in his classic 'The Permissible Lie ' told us this story..
In a typical meeting, a client told his agency men... "our canned item is slipping in sales.We need some new exitement in the advertising. we are going to redesign the label to give it a NEW look. so come up with a New improved campaign with lots of big - big promises.. move fast"..
Some one asked- " any thing new or improved inside the can?"
The client glared."what the hell kind of a question is that? I would have said so if we did that..only the looks will be NEW..Whose side are you on anyhow?
The questioner wasn't on any side very long.He was fired from the agency.
Now hear this...
"You saw this"- yelled the creative guy- " fair and whatever has come up with fairness granules... what a proposition..now they are gonna make more airhostessess... God we are gonna sink"...
"And see this"- cried another guy- "fair fever guy has come up with" fairness enzymes" ...
"Goodness gracious.. what are we going to do? Our farfairest will definitely want to retaliate"..
"Let us discover a USP for him.. ummmmm" .. said the strategy guy.....what about fairness microbes?"
"Yuck"-said one guy- "it irritates..it gives me creepy feeling.. a negative image"..
"Is it? then how about' fairobes' ? "
"Wow.... wonderful"-said many
"but what is fairobes?-asked one
"who knows and who cares"?... that will be farfairest' s USP here after..
"forgive us Rooserda"- quipped the Bengali account planner.
"And we will use it until they start sensing reality, then change it .. public memory is short."-said the branch head.
"Now shall we call the client?"
Advertising has really changed our thinking. This morning my wife put on eye shadow, eyeliner and eyelashes. I said, "What are you doing to your eyes?" She said, "I'm making them look natural."