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What If We Sold Bed Linens Like We Sell Video Games?
By: Mona Sabbah
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Time and time again, especially in the ad world, we are given or actually give the advice "Think outside the box." In other words: Be creative, be different, be daring. Yet even in our industry, we still follow certain rules. There’s a particular way to sell specific products, and we rarely step outside that box.

Take, for example, makeup. Typically there’s a cover model involved, a product shot, a fancy headline that doesn’t say much, and an overall shine to the ad. When it comes to TV, that same print ad is just made to move. The cover girl applies the lipstick or eye shadow or mascara that she’s actually already wearing, flashes a smile, and 30 seconds have passed.

Cars: Typically it’s a shiny product shot with a price and, of course, the dreaded six inches of fine print. Clothing: Larger-than-life lifestyle shots where there’s barely any emphasis on the actual clothes. The models are the star, with shiny hair, carefree attitudes, and perfect posture. Makes you wonder…do we really think a logo is enough to sell fashion?

Lawyers: These non-actors look straight into the camera, pointing fingers and gesturing to highlight their credentials, make their rehearsed speech, and sign off with some kind of call-to-action to finish off the TV spot. The list goes on and on. Every product or service has a typical way it’s sold.

But what if we sell vacuums like we sell anti-aging cream? What if we sell vacations like we sell the newest smartphone? What if we dared to actually think outside the box?


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About the Author
Mona Sabbah is a Senior Copywriter/Creative Director with over 12 years of experience writing for print, TV, radio, and online. Mona has worked on a number of accounts from The Florida Lottery to Air Canada and Keiser University. You can see some of her work at http://www.miamicopywriter.com/. Find her on Twitter at @miamicopywriter.
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