Brands who use self-deprecation in their ads – although not a new industry trend – is something that has really caught my eye recently; so much so that I’ve decided to write a blog about it.
We are told time and time again that, nowadays, consumers crave authenticity. Why? Well, because they are savvier than ever, meaning they can see right through all the contrived BS that is put in front of them – across TV, outdoor and digital platforms – on a daily basis. Which is why it is so refreshing to see brands who are honest and upfront with audiences, even if that does mean taking the piss out of themselves a little.
Take TK Maxx, for example, whose new TV spot simply asks: “Why would anyone shop at TK Maxx?”
In what is a beautifully-produced, premium-looking ad, this is TK Maxx recognising and bearing its flaws for all to see. But instead of selling the brand’s self-confessed haphazardness and unpredictably as negatives, they have cleverly turned them on their head, creating quirky USPs instead.
This is no more evident than the fantastic, tongue-twisting line: “These are just the small prices you pay, to pay the small prices you pay for the big labels in TK Maxx.”
It is such a brilliantly-different way to create cut through, one I’d love to see more brands embrace in the near future. Yet, as much as I believe brands should take a page out of TK Maxx’s playbook, they’d do even better to take a page from Oasis’.
Whereas others might well hail the John Lewis Christmas ad as the year’s most eagerly-anticipated bit of creative, my vote goes to any new outdoor from Oasis.
— Oasis Drinks (@Oasis_Drinks) May 8, 2017
Witty, honest with tongue firmly in cheek, the brand’s approach, as they so rightly put it, is refreshing stuff. And, seeing as we are exposed to thousands of ads and messages a day, I truly believe that, when it comes to cutting through the noise, this refreshing approach is not only what consumers want, but what the industry so desperately needs, too.