You see it time and time again. Ads where the hugely expensive media cost and production costs are squandered by telling the the potential customer what the product isn’t, rather than what it is.
Insanity. You see it on TV, in the press, in DM and online.
There’s a particularly idiotic example poisoning the airwaves at the mo. It’s for Trainline’s app that lets you organise your railway journeys from your mobile.
Self-evidently, if you’re a regular user of the railway anything that takes the pain out of the process has got to be a good thing.
My local operator won’t let you buy a weekly ticket on a friday for journeys starting the following monday, for example. (I have no idea why. And neither have the poor folk manning the tills. When the tills are manned that is.)
So, in theory, I might be a candidate customer for the app in question. I’d therefore like to know all about it. What it can do. Where I can get it. And so on.
But does the 30 sec tv spot tell me any of this? Noooooo. Of course not. The people involved in making this masterpiece have decided to use the spot to tell me what the app doesn’t do. It doesn’t help me put out a fire on my computer. Or help me when my parachute fails at 20,000 feet. Fascinating.
Clearly, my sides are supposed to be splitting at this.
Except they’re not. I’m really annoyed that they waste 20 seconds of a 30 second spot not telling me the stuff that, as a potential user, I’d actually really like to know.