So, I’m in the kitchen (bothering my wife as she cooks), and the TV is on in the background. I hear the words “Door Buster”. I was thinking that it was a Target ad – nope Gordman’s. I think to myself, what the heck is a door buster? Then, another ad comes 0n (same commercial break). I hear the same words again… “Door Buster”. Younkers. What the…? Back-to-back retail store ads that both use the words “Door Buster” in their Black Friday ads? Kooky.
But GUESS WHAT? The next ad? “Door Buster”. It’s a Macy’s ad I think. Are you counting? That’s 3. What’s the next ad mention that immediately follows? … “Blah blah blah, Door Buster!” Target. Now, I’m thinking, NO WAY there’s going to be FIVE of them. I was giddy when I heard it. “Door Buster”. By who? Pretty sure it was Best Buy.
FIVE!!! Five national companies (that are supposed to have really good advertising agencies) all using the same two words in 5 ads in a row in one TV commercial break! You have to be kidding me. Of course, I’m an ad geek, and I notice crap like that. But what does the average consumer do? She starts to ignore those words. All those companies just made the words “Door Buster” completely non-unique and CLICHÉ!
I should also mention that every ad was almost exactly the same except for Target’s. It was creative and semi-different. But it still didn’t make me want to go THERE instead of one of the other 4 stores in which their advertising had so recently seduced me. There’s still probably a place in heaven for ad agency people who take millions and millions from companies by giving absolutely zero value…but I’ll be shocked if their section of heaven is not at least a little dingier than the rest of the place.
An ocean of sameness is what I see out there. If you like a word or phrase that a competitor uses in their marketing…at least take an hour and try to come up with your own. In advertising, treading water in the “ocean of sameness” is damaging. It’s pretty much the opposite of innovative.
Whatever you are advertising…or however you are advertising… stay away from the ocean of sameness. It’s lame, shark-infested, toxic, and stinky. If YOU can’t create persuasive and partially-original ad strategies and ad copy, make sure you hire someone who CAN. But YOU need to be educated enough about advertising so YOU know if the person you hire has a clue.