Monday, February 25, 2008
AD - Energy Trust & Direct Gov
As some may know, I spent much of my life as an ad man.
So I know what it takes to get an ad in front of the right audience in the right way.
Beyond the vast amount of (expensive) person hours involved in creation and execution, there is also the huge media spend. Colour pages in Sunday papers do not come cheap.
So in the great enviROI scheme of things, I was just wondering what these two beauties were intended to do, and whether they even came close to doing whatever it was that was actually intended. And whether they were worth the money for a single inseration now decorating the bottom of a parrot cage, when that money could have been better invested, well, anywhere.
I defy anyone to tell me what the Energy Savings Trust one is about and what you are meant to do. The Direct Gov's message is clearer, but I remain unconvinced that this really will have motivated many to, well, do whatever they are on about.
This kind of advertising, at least in this form, is vanity stuff, pure and simple. At best it is serving to add a bit of profile to the various departments in some kind of comms budget p*ssing contest.
But with such executions there are no winners, and by diverting funds from where they could do much more good, there are a load of losers. Us.