I'm sorry for implanting a most unwelcome picture in your
head, but I was taking a bath the other evening. The radio was on, I was
leafing idly through a magazine and that's when I saw it - the least effective
print ad of all time. In fact, it was so ineffective, I was quite impressed.
You see, it wasn't just badly designed or poorly conceived, it actually failed to
communicate a coherent selling message on so many levels, it was hard to fathom.
Especially as I was beginning to get a bit pink and wrinkly.
Perhaps I pay rather to much attention to ads in magazines,
but I do tend to give each one a little review. I suppose 20 years of
copywriting makes one slightly odd like that. However, before an ad gets my
mini assessment, I always establish what is being advertised and by whom. This
ad's incredible weakness first struck me as I realised I couldn't really work
out the answers to either question.
There were footballers. Yes, definitely footballers. So
maybe it was promoting a match or, more probably, a sports channel on which the
match was to appear. On the other hand, there was no obvious broadcaster logo
or a start time, so maybe not.
Now, I know next to nothing about football, but even I could
tell these players were from Manchester United. What's more, their logo DID
appear, albeit in miniature form and at the top left of the page (who places a
logo at top left?). Indeed, it was accompanied by another emblem - that of
Russian airline Aeroflot. Two clues there then. It was either an ad for
Manchester United or Aeroflot. So, seeking clarification, I scanned the rest of
the piece.
There was a headline 'To Asia, via Moscow'. And some copy,
very small and almost hidden at the foot of the page: 'Fly to over 250
destinations across the globe with convenient connections in Moscow.'
Bingo! It was an ad for Aeroflot.
Unfortunately, this only led to further confusion (and bear
in mind 99% of readers would be several pages further into the magazine by
now). Why would a journey to Tokyo be best represented by three soccer blokes
kicking a ball across the route? And why would my journey to Japan be enhanced
by changing planes in the Russian capital, rather than taking one of the four, direct
flights a day from Heathrow? And, what does all this have to do with Manchester
United? Particularly when the advertisement makes it clear the trip will start
in London.
Sorry, I wish I knew - but I still don't have the solution
to the paradox. I have a vague notion that some football tournament is due to
take place in Moscow soon, but that hardly nails it. This ad wants me in Tokyo,
with only the briefest glimpse of a Russian airport en route.
