Have you ever considered that the only people more full of bullshit than politicians, are people in advertising? As a demonstration of this, consider the hoopla concerning the CGC spots that ran in the recent “Super Bowl.”
Doritos ran three spots, all CGC (although in reality all the “Consumers” happened to head up minor film production outfits, or were marketing people at various other companies.) According to Jason McDonell, Director of Marketing for Doritos, “Executives know that the brand's target consumers - those between the ages of 16 and 24 - embrace self-expression, independence, "belongingness," creativity and creative control, and relevance!”
To be honest with you, I have no idea what that means… It’s what I call “MarketingSpeak.” In other word’s, total crap that has no relationship to any world outside of the Power-Point saturated meeting rooms of Corporate America (Although I’m sure, the same applies to Corporate Britannica.)
Mr. McDonell then goes on to claim that “These attributes helped the company devise the successful campaign, which attracted 2 million clicks on the contest microsite, which pulled 750,000 users, and 2 million total video views. The contest ultimately racked up one billion impressions, equal to $36 million in paid media.” Hey Jason baby, that’s great.
And how many bags of those foul tasting chips made out of recycled beer mats did it actually sell?
George Parker
Blogging for:
Member since: 03 Jun 2008
Last login: 17 Nov 2009
Total Posts: 831
