Frankenstein Ads
Frankenstein ads, we’ve all seen them, I’m just giving them a name.
Frankenstein ads are the ads where the “best” elements from other ads are thrown together to make a whole new ad. Throw in the the hook from this tent event, the credit line from this spot, add in a sprinkle of the jingle from last months ad, then come up with a new event name and “Poof,” we have this month’s event ad (I know the symbolism reflects more of a witch’s brew than Frankenstein but just stay with me).
The problem is when we create ads this way, we’re really creating a monster. What do I mean? Well with Frankenstein all the human elements were there (eyes, ears, nose, arms, etc), but he was never really human. Frankenstein is, when you boil it down, just parts thrown together. And when these parts are just thrown together the results are devastating.
Now a Frankenstein ad has all the elements of a car dealer ad, but it’s never really an ad. It lacks meaning and purpose. When parts of other ads are just thrown together, the focus of the ad becomes diluted and ultimately lost.
Take this ad…
Now I know some out there are probably wondering, “So what’s wrong with that spot?” Well there’s no focus. The spot goes into a million different directions. This spot is basically a disposal sale injected with GM’s Red Tag Sale. First the viewer is told about the Red Tag sale. Then more urgency was thrust upon the viewer with the following clichéd lines: “must sell regardless of profit,” “absolute bottom line price” and “absolute best time to buy.” Those three lines don’t add anything to the spot, the red tag theme is lost and all we are left with is a horizontal and vertical ribbon over running footage with an announcer talking way too fast because there is too much copy.
Taking the “best” parts from other spots and putting them into one spot does not make a better spot. Do yourself a favor and start every spot from scratch. Stay with one theme and have a purpose for each spot other than to “move metal.” Stop trying to appeal to all demographics and people from all incomes in one spot. If you focus your target audience, you can easily focus your message. Then you can send out one united message instead of sending out a Frankenstein ad.