The Musings Of An Opinionated Sod [Help Me Grow!]


From Robin Hood To Arthur Daley In A Few Paragraphs …
October 12, 2012, 6:10 am
Filed under: Comment

As I’ve said many times, I’m a sucker for triumph over adversity stories.

Maybe that’s the reason I worked so well – and for so long – on the Virgin business.

That, or the fact I’m from the home of Robin Hood – the original triumph over adversity hero.

Hell, I even united them when I formally positioned Virgin as the ‘Robin Hood of Business’ … but I disgress.

Anyway, a little while ago I was flicking through a magazine when I saw an ad with the headline that is featured in the photo at the head of this post.

While I’m not a watch person, the headline did enough to tempt my interest … so imagine my disappointment when a pretty provocative headline ended up turning into a z-grade Mills & Boon story that had all the believability of a Miss World speech.

Seriously, do they really expect me to believe this story?

Do they really think some twat who owns an Italian supercar and wears a $22,000 watch, would be at a loss of words because some stranger came up to him and showed him his 27 “jewel” automatic watch that cost $179?

Do they really think I would give a shit?

OK, so I am pretty sure there are some gullible, chip-on-the-shoulder, low self esteem fools who would … but seriously, I’m incredibly disappointed by this ad.

You see I really think it had the potential to take on the big boys … do something that would people who have more than 2 brain cells and a tattoo of ‘mother’ tattooed on their forehead, actually stand up, take notice & maybe do something about it … but instead they decided to go with the lowest of the low, a direction that resembles the ramblings and thought process of an 8 year, Sunday Sport reading delinquent.

That’s not triumph over adversity, that’s stupidity over intrigue.

If you’re going to take on the big boys, don’t create ridiculous and unbelievable stories because they end up making you look even cheaper than you already are, do something big … and real … and authentic … and commit wholeheartedly to it, because if you do that, you stand a real chance of turning into a Virgin – an organisation that has millions of people with an irrational adoration of what they do and who they are.

Of course the alternative is the Stauer Corso route and if you choose that then I’d say you’re in the hands of luck with there being a very good chance you’ll end up being regarded as a purveyor of tat … where the people who buy into you are not the sort of people you want buying into you – especially as they’ll throw you to the side the moment a better [crap] offer comes to market.

OK, so maybe Stauer Corso don’t give a fuck.

Maybe they make a shitload of money with this sort of thing and if they do, good luck to them.

All I’d say in return is that having to continually reinvent the wheel costs a lot of time, money and effort whereas building a real brand still has the potential to give a disproporitionate return on investment.

If you’re willing to commit to it.

Which sadly, with 2 year marketing manager life-cycles, very few brands do genuinely well.

At the end of the day, I still believe every brand has the chance to create the fate they seek … and while nothing in life is guaranteed given there’s a whole lot of factors that dictate outcome, doing utter shit certainly increases the odds of failure.

Oh, and if you’re wondering what a $22,000 watch for $180 looks like, click here.


30 Comments so far
Leave a comment

And the irony of this story? Rob’s watch cost $22,000.

Maybe not $22,000 but fucking lots of cash.

Comment by DH

And yet his posts on this blog “resemble the ramblings and thought process of an 8 year, Sunday Sport reading delinquent.”

Comment by DH

The sundial?

Comment by Billy Whizz

Yep.

Comment by DH

1. My watch cost nothing like sort of utterly mental cash.

2. It is something linked to my parents, not my ego.

3. If I get mugged now, I’m going to sue you.

4. Stop trying to cause trouble.

Comment by Rob

nice work dave. heres hoping someone will mug the fucker even though he looks like the sort of rough bastard that would do the mugging.

Comment by andy@cynic

“Mr Campbell, this Ferrari was found rusting to death, left by the cruel manufacturer to die without even letting experience what it’s like to sleep inside a garage. You could help it roar and feel the love of the tarmac. You could show the evil car maker what this car was capable of and leave their ego in the dust. It would be like robin hood. You would be helping it find triumph over adversity and you can do all this and give a car left to die, new hope for just $100,000 and then another $100,000 restoration costs. Deal?”

How to sell to Rob. But doesn’t work with trying to get a pay rise off him.

Comment by Billy Whizz

That pretty much sums Rob up.

Emotional & gullible.

Comment by DH

No this does http://instagram.com/p/QpWereLHxM/

Comment by John

What’s worse. Looking like a member of flock of seagulls in 1987 or looking like a member of a lesbian folk duo in 2012?

I know where my money is.

Comment by DH

Goodness.

Comment by Pete

What can I say, I was young and needed the money. Not much money as it turned out.

Comment by Rob

what the fuck is that shit.

i think i am going to be fucking sick.

but he still looks better than he does now.

which is one of the fucking freakiest things ever seen.

im going to force myself to sleep so when i wake up i can convince myself it was all a fucking nightmare.

Comment by andy@cynic

For once I can say I feel exactly the same way as you Andy. How scary is that. For me, as well as you.

Comment by Rob

A Ferrari? Please say it ain’t so.

Comment by John

No it’s not true, it was Billy being creative. You should know by now that Rob only spends his cash on gadgets and property. His watch is the only expensive thing he goes out in public with and no one believes its real because he looks like a tramp.

Comment by DH

I had understandably overlooked that possibility.

Comment by John

Triumph over adversity isn’t about cost, it’s about fairness of opportunity.

Comment by Pete

I don’t know whether you thinking I would actually buy/own a Ferrari is the greatest compliment or insult I’ve ever had thrown at me.

Mind you, I don’t know whether you thinking something Billy said was true is one of the greatest compliments or insult you’ve ever given yourself.

Comment by Rob

Dear Stauer Corso.

Quit the stories and show a woman with big tits.

Better result, less effort.

Comment by Billy Whizz

You’re on fire today Billy. Are you OK?

Comment by DH

Good post Rob. Triumph over adversity in communication doesn’t always have to be linked to price. As I hope Lee will agree, Virgin Atlantic is much more about the experience than the ticket cost.

Comment by Pete

Rob’s experience of flying certainly is.

Comment by John

Good point.

Comment by Pete

very fucking good point doddsy.

jammy bastard. thats campbell, not you. as you fucking well know.

Comment by andy@cynic

im fucking late to all this shit these days. sadly not late enough because i still end up here.

campbell, what the fuck are you going on about. thats story is grade a hollywood shit right there. i can see sylvester stallone in the lead fucking role. kicking the shit out of the rich fucker who would look very similar to you just with a good wash, some decent clothes and a pair of fucking shoes.

sure it would only appeal to the sort of fucker that likes the expendables but thats better than the sort of fucker that likes fucking queen and birkenstocks.

dave summed it up. youre mr fucking emotional and gullible. how the fuck you got to have more money than donald fucking trump is any bastards guess. though im still going with you being in league with the devil or some shit.

Comment by andy@cynic

Feel better?

Comment by Rob

sounds like your average day in Sydney… say, Balmain? 😉

Comment by Age

you mean campbells empire? and where the fuck have you been hiding?

Comment by andy@cynic

[…] I mocked an ad that was trying to sell a similar bullshit watch ages ago, at least they had the good grace to admit it was a watch designed to fool others … but this […]

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