Home > marketing ramblings > Irritating ad x media spend = success

Irritating ad x media spend = success

Last week Marketing unveiled their ‘top’ 10 of 2010’s irritating ads. I couldn’t find a link to the full list, but you won’t be surprised to know that Go Compare and We Buy Any Car nabbed the top two spots. What these campaigns have in common – apart from the ability to make you want to hurl your remote control through your telly – is their ubiquity. In fact, I would argue that it is now a tried and tested formula for dotcom brands to combine mind-numbingly awful name-repetition advertising with a hefty media spend.

My question is this: has anyone reading this blog ever received a brief (or issued a brief) that deliberately sets out to produce an irritating ad? I blogged before about the Halifax campaign, but I suspect that’s just rubbish rather than deliberate rubbish. In the States, there is speculation that Enterprise Car Rental have built their business on deliberately eye-wateringly bad TV spots, and they’re now pursuing the same tactic here (and with some success). If there’s a subtle distinction between irritating ads and bewilderingly endearing ads, I suggest Enterprise are on the right side (feel free to argue), as they seem to have been inspired by Victoria Wood’s Acorn Antiques. And I may be in the minority in finding their self-aware cheesy production values enjoyable.

Gerald Ratner famously torpedoed his own business by admitting his products were crap. Will 2011 be the year that the great British public apply the same standards to companies who set out to annoy us with their ads? Or will agencies and marketers try to lower the bar even further in their attempts to irritate the hell out of us all in the name of market-share?

Let us know what you think…

Categories: marketing ramblings
  1. Anon E Mouse
    January 26, 2011 at 11:55 am

    Googled it and got this list:

    1. GoCompare
    2. WeBuyAnyCar
    3. InjuryLawyers4U
    4. Cashmygold
    5. Halifax
    6. Foxy Bingo
    7. Nintendo
    8. Moonpig.com
    9. Moneysupermarket
    10= Microsoft Windows 7
    10= L’Oreal Elvive

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