The thing about advertising in Malaysia is that it - the agencies - have tremendous amount of talent and skill. In terms of execution and presentation was never in doubt. But sadly, it lacks the "daring" factor. No one dares to challenge, to break the norm. Simply put, they clients are too chicken shit to invest in an idea. An original idea. It's always about trying to emulate your competitors by imitating their concepts, campaigns and even their artistic direction.
Take telcos for instance. The big 3: Maxis, Celcom and DiGi. Now, correct me if I am wrong, the back of your head must have sang the 'I Will Follow You' theme secretly, or a visual of the creepy, yet goofy looking yellow man must have popped out somewhere. Now why is that? Simple.
Because it was daring. It was original. It was simply very light, entertaining and memorable. You do know they (DiGi) suck horribly in terms of coverage compared to Maxis. But yet, people fancy DiGi these days. Celcom ads are just simply glorifying mediocricy. A dumb blond ad. Beautiful, but ultimately forgetable. The classic splashing the cash blindly. If they had invested more time in original ideas, they would have gone further.
Maxis ads are just plain boring. But sadly, they do have the best coverage. Tarik harga mentality.
Haih, why can't clients have faith in us?
No comments:
Post a Comment