How to Avoid Making A Terrible TV Advert

Last week’s blog focused on 5 TV adverts that spectacularly backfired. There were some critical errors in all of the ads listed, each represented a terrible tv advert. From some innocuous mistakes, such as DFS overplaying the size of one of their sofas to the downright unforgivable, such as Groupon referencing the plight of the Tibetan people or the supposed racial stereotyping within KFC’s Cricket Survival Guide.

In all of the cases listed in the articles, the advertisers were attempting to be humorous. The problem is, whilst humorous adverts often tread a precariously fine line between what’s acceptable and what’s not, there are certain topics you just shouldn’t touch.

We are amazed at some of the worst offenders, so we thought we would compile a few tips on how to avoid making such mistakes. The cynics may suggest we’re still talking about these brands, so the ad was a success, but that’s simply not the case.
The fallout from a poor advertising campaign can be hugely detrimental as this Twitter user succinctly summarised after viewing Groupon’s disastrous Superbowl commercial:

“Groupon seems to have achieved the unique feat of paying $3m to lose customers who previously loved them.”

1. Keep Consistent With Your Brand’s Values

Many brands spend years cultivating the perfect reputation and ‘brand image’, don’t throw it away over the space of one, poorly thought out, 30-second advert.

Take Dove. A brand renowned for championing body positivity, with feel good adverts that feature real people. Their adverts are some of the most popular, regularly going viral thanks to their touching sentiments.

They’re so good we awarded them the best advert of 2015, in our digital category.

Dove would quickly alienate a lot of their fans if they suddenly started using size zero models and focusing on image.
If you’re creating a Dove advert make sure it’s evocative of their true values because people love them and respond to them well. If it ain’t broke, don’t fix it…

2. Avoid Anything Controversial

You’re advertising a product, not writing a sketch show. Leave the risqué stuff to the comedians and focus instead on point one. If you can add humour to your advert, all the better. But remember, cheap jokes that involve stereotyping, sexism or straight up prejudice will never ever work.

It’s easy to say “avoid anything controversial”, but common sense applies here. We all know which topics are just too sensitive to joke about, so why on earth would you do it in relation to your product?

Last week’s article explored the curious case of TV channel France 3. Whose advert, Femmes, was criticized for being sexist. Ironically, the advert was about how France 3 actually employs more female hosts than male hosts.

The advert, featuring an unkempt house, alluded to the fact that there were no women left to complete the housework because France 3 is obviously employing them all. This represents a huge departure from the company’s supposed brand values which, as their hiring policy suggests, actually champion gender equality.

3. Don’t Glamourise Your Product

Another thing people dislike is an overhyped product. Most adverts are guilty of this, but if your advert is presenting mutton dressed as lamb, nobody will get excited about it.

The banks are the worst offenders in this scenario. Nobody wants to see a bank pulling gimmicks in regard to their products, it just doesn’t work. There’s nothing sexy about an ISA and there never will be.

There’s one exception, First Direct’s platypus advert is surprisingly refreshing. But, then again, so is what the bank is offering, so they can get away with the quirkiness.

Unfortunately, other banks haven’t quite caught on. Halifax are a repeat offender of attempting to glamourise the utterly mundane. Their ISA ISA Baby advert was the most excruciatingly bad example of advertising by a high street bank. Please take note and avoid making the same mistake: