That said, I suppose I've been giving mass media a free ride. I haven't excoriated it the same way I've disparaged digital work.
It seems to me that :30-second spots can proceed one of two ways. They can be so entertaining that they make you feel good about the brand or about your relationship with the brand. Or they can impart useful information that prompts you to act.
Most spots I see do neither of these. They aren't entertaining enough to be entertaining. And they aren't informative enough to be informative.
They fall somewhere in the middle.
They are either a stand-up comedian with bad jokes.
Or a college lecturer with no notes.
Painful. Or empty.
Last night, I suppose wallowing in this thought, I happened upon another type of advertising failure: the 'help wanted' ads on the site "Working, Not Working."
These ads try hard to be hip, funny and au courant. But they fail. They fail in every fiber of every phoneme.
Here's just a bit of the poison I read. If you're this tone-deaf in advertisements for yourself, what hope do we have that you'd produce astute work for others?
"We know what you’re wondering…is this one of those job posts where XXXXXXXXX is looking for a Copywriter/Art Director dynamic duo in theirNew York office where everyone is a part-time magician and some of them have blue hair? Yes, yes it is."
Here’s the deal: XXXXXXXXX is looking for an experienced Senior team to take all this unicorn hair and turn it into magical site/content designs in our New York office. Yup, unicorn hair.
If you wake up everyday screaming, “IF ONLY I WORKED AS AFREELANCE SENIOR COPYWRITER AT XXXXXXXXXXXXX IN NEW YORK I COULD STOP HATING MYSELF AND MY LIFE WOULD BE INCREDIBLE!!! BLERG !!!” we can help.
We know what you’re wondering…is this one of those job posts where XXXXXXXXX is looking for a Senior Copywriter in their New York City office where everyone is eccentric and some of them wear Warby Parker glasses? Yes, yes it is.