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Have a look at this global ad for LG Ultra Flat TV …
Not the best ad in the World is it?
It gets worse when you see the headline they’re using, “The Best View In The World”.
No it isn’t.
I know a shitload of views that are better than that.
Sure, it’s OK, but if that’s supposed to be a reflection of how awesome the new LG TV is, I’d be very disappointed.
And just for the record, I’m not being petty because when I saw that ad, I recognised the weirdly shaped building that’s on the left-hand side of the ad … at the front of all the other buildings. I recognised it, because for 4 years, that’s where I worked when I did my WPP adventure and let me tell you, as nice as the view was, it wasn’t the best I’d ever seen in life.
In fact, as much as I love Singapore – and I do – I don’t know if there was any place there that I would even put in the top 100 ‘best views in the World’.
And that’s my problem with statements like that, it’s bullshit.
Maybe if they said, “The best view in the World … for now” I’d be a bit more accepting, but even then it’s hugely rational and incredibly ambiguous.
Buying a television may not be as a pressured a decision as it once was … and the advancement of screen and function seems to know no bounds … however, if all you’re going to do is churn out some bog-standard ad that seems to not know whether it is selling how flat the screen is [no, I don’t get that either] or how brilliant the image is, then you are selling both your marketing and your product short.
As you can tell, I’m very happy about starting this week.
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