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...But Does it Sell?
By: Dwayne W. Waite Jr.
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The national day of advertising is over. The advertising industry is weighing in on its likes and dislikes, and wins and misses (us included), and of course, opinions differ.

Who told the best story? Which brand generated the most social media feedback? Was there any controversy? 

Are those questions really important?

When we look at an advertisement, we look at two things: 1) is the brand the focal point? and 2) does it send a message or relate an experience that the consumer can understand?

Why?

Though we are of the Millennial generation, our focus on advertising seems to be quite old school. David Ogilvy is quoted as having said, " If it doesn't sell, it isn't creative."

And we find it mighty interesting that more than a handful of advertising sites have picked Super Ad favorites that have no significant appeal.

Example: Budweiser "Puppy Love."

Was it cute? Sure. But why spend $4 million for cute? I asked 50 high school marketing students about the ad and the majority agreed that it was cute, and even somewhat depressing.

Advertising outlets thought it was a great ad. For what? The Budweiser brand? For the art of advertising? We should entertain an argument for the latter.

Yes, we are sure that Anheuser Busch and InBev are doing just fine, but the ultimate goal of advertising is to create awareness for the purpose of convincing people to buy your product.

Just because it was a good video doesn't make it a good ad. As we outlined our parameters at the top, this ad doesn't make the cut. That's not a bad thing.

Though we are in the "storytelling" business, these stories need to sell.

Let's not forget our basics.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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