As someone more erudite than myself once said, ‘America and England are two countries seperated by the same language..’
After 20 years of marriage to an American and nearly ten years living in the US , I have lost count of the number of times when what I ‘said’ and what was ‘heard’ were two different things. None moreso than in the arena of humour…or humor as US english says. It is true that in the US humour is a very different animal than in the UK and the rest of europe, not better or worse ….just different.
I remember someone telling me that I had not kissed the ‘Blarney stone….I had swallowed it!’ This back handed compliment let me know that I could say just about anything and get away with it as far as this person was concerned. Being careful not to advocate being too familiar and too edgy, there is something wonderful about pushing some boundaries and stretching the envelope etc.
When a company or individual needs to grab attention there are a few ways to do so, many of these are well worn and frankly of debatable merit. In retail situations there is a tendency to be brash and loud , slashing prices and offering eternal free stuff in the hope that the consumer will eventually accept the brilliance of the product and stay with you. Only one problem with that however……when you fell for the sales pitch initially you must have ditched someone else first, so you will probably ditch this company when the next price slashing event crosses your path. I think we all know that this stuff has a short shelf life and does not work hence the rise of content marketing over the years . Such is the need to develop meaningful conversations , we see creative marketing departments producing increasingly sophisticated offerings to stand out.
There are times when the marketing can be too clever, too refined and too high brow. We, as creators of content can be too immersed in the nuances of the production, the delivery, the analytics, the everything..we sometimes forget to have a good time and entertain.
Have a look at this grand production featuring a picturesque town square in a small town in Belgium….it is simple, novel , funny but above all memorable, enjoy!
Bet you were and perhaps still are laughing..or should I be quiet? Are you watching it again but this time after calling someone else in from another room?
What about this from French car maker Renault…no trick photography, advertising to the German market…..
OUCH!!!!!!!!!!! Wouldn’t you just love to do that??? Gets the message over though without labouring ( UK spelling) the point…they all have 5* crash test ratings!
Finally, yes you have been a lovely audience , I will be here this time next week….. see how an extremely creative and entertaining presentation can inspire you to love a place….
I didn’t know you could do that with an iPad! Brilliant , clever, inspiring and fun…the perfect recipe!
When you next sit down to see how you can get noticed , try to think beyond convention, laugh loud and laugh often!
see you on the long and winding road…..Patrick