What’s wrong with this picture?

More great insight from Drayton – informs and entertains a rare combination!

… And what’s right with this commercial?


What follows comes under the heading of dumb and dumber – followed by bloody brilliant.

So if want to know what NOT to do keep reading.

And if you want to see what I consider the second best TV ad I ever saw, and profit from what it teaches, you should definitely keep reading.

The picture at the top was under an e-mail headed just Social Media.

That is dumb.

People are certainly interested in Social Media. They are interested in many things.

Take cars.

A poll once revealed that most men loved their cars more than their wives.

But would you run an ad for Mercedes headed Car? Would McDonalds run an ad headed Hamburgers?

You do not get people to read your stuff just because you mention the subject. The subject line or the headline is there to get people to read on. It has no other purpose.

In this case to add to the folly the picture is an example of what I call Jerk-off Creative.

Hands up who thinks a dune buggy or whatever it is has anything to do with social media.

Step forward who thinks a sad, bad pun about sails/sales resembles a reason to buy in any way, shape or form.

If you want to be any good at this game you must understand how words and pictures work together.

Years ago Ogilvy & Mather did research into which pictures work and which don’t. Those that work relate to the subject or better still demonstrate the benefit. The others are either a waste of space or, even worse, downright confusing.

In a moment you can watch the second best commercial I ever saw. As you will see, it is a demonstration.

There is an insane idea afoot that advertising is better than it was. This idea is mostly among younger people who cannot be bothered to study, but also among older people who have managed to succeed without studying.

I suspect advertising is worse than it was in the ’60’s, largely because education is worse.

This commercial was made in 1967. Note that it is really aimed at businesses. People think businesses buy for logical reasons. This tugs at the heart strings. Do you think logic would have worked as well?


The world is full of fools who think anybody can do advertising. Thank God that means the rest of us can make money from their folly.

If what you just read and saw made sense to you, maybe my absurdly cheap offer to help you write and persuade better will make even more sense.



draytonbird.com / draytonbirdcommonsense.com / eadim.com

About 3dragonmarketing

The 3DM team is lead by me -Graham Archer. In addition to the usual 20 plus years of marketing and Sales experience (that I’m sure you’ve read elsewhere), I can uniquely say that I've worked for not one but three of the “Dragons” from Dragons Den. More of that on the website. My main area of expertise has been in areas allied to the financial services sector. Beginning at Green Flag I was responsible for the retention strategy of 3.5 million members, as well as creating and delivering the marketing for a key affinity group for the business– Financial services – clients included Prudential, Norwich Union and many more. I then became Retail Marketing manager at First National Tricity Finance (Now part of GE). Although what the company did was “Financial” (Interest Free Credit etc) my clients were massive retailers like Argos and Allied carpets – they were interested in what credit could do for their sales so for me and my team the challenge was always much more about engaging with Retailers than understanding the technical side of finance. The “Rule of 78″ wasn’t high on the clients mind! I then went agency side to Rapp Collins where I was responsible for all the direct marketing of Abbey National (Now Santander) and then joined CACI ( ACORN etc.) where I helped clients such as – Zurich, Nationwide and Britannia Building society – both acquire and retain their customers. Then came Red Letter Days and the Three Dragons link. In a nutshell my Key skills are: marketing strategy & planning, project management and direct marketing techniques to maximise customer response and ROI.
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