Wednesday, October 29, 2008
I think the Mac vs. PC ads are kind of like that.
It was fairly clever at first, but know I feel like a voyeur watching a bad Jr. High Election debate. I really don't care about Vista problems and I don't think Apple gets any traction by talking about their competitors, when they could just show us cool pictures of their lovely machines and we will drool and buy them. They plug into the desire that pushes a consumer forward (as do their original ipod silhouette ads).
Here is another case in point: Holiday Inn Express.
Good ads? Great ads? Well they are totally memorable ads, but all they tell us is that a really clever agency came up with some good creative. Holiday Inn Express = Smart. Does this make you want to consume this product? I want to be smart, and furthermore, I want people to think I am smart, but it doesn't move me.
Here is the thing, the Holiday Inn Express brand is a new product. Previously my brain put Holiday Inns in the same category as Best Western: Cheap, family motels where you pull the bed spread off when you walk in so as to not make contact with the stains. But the new ads aren't much different than their older ads which had a similar message(and were very clever).
I stayed at an express a few weeks ago and discovered that they are much closer to the Marriot line as far as quality goes. They have a standardized set of accommodations including really fantastic beds, nice linens and a selection of firm or soft pillows depending on your preference. Everything about the place is restful and they have this nice graphic touch labeling everything (towels=soft, soap= cleanse) This may just feel like a cutesy decorating touch, but it is a little detail that you notice when you stay that assures you that your lodgings are going to be what you expected.
Doing a fair amount of travel for work, I am going to prefer this brand to others, but not because of the ads, which I like, but because the experience is much different, and better than I expected. I am surprised that they have done nothing, advertising-wise to express the difference between the Holiday Inn Express and the Holiday Inn Family Resorts. There is a series on the breakfast bars which is nice, but nothing to really distinquish the brand (P.S. the breakfast bar is really pretty okay, at least a half-step above the regular "continental breakfast" spreads). The desires that push me when finding a place to stay when I am traveling for work are generally: rest, security and price. I find that the HI Express is pretty competitive in all three. So maybe that is why I wish the ads did their job better.
Or maybe it's just because I have been staying at Holiday Inn Expresses and I really am that much smarter and can improve their ads for them now.
Any other ads out there that are funny/memorable, but don't move you as a consumer?
Posted by Damian at 3:14 PM