But what is this ad trying to say?
This monochrome advertisement is presumably designed to show
a retired military couple enjoying "the good life" at the Chateau La Jolla Inn
retirement community. WHAT WAS THE AD AGENCY THINKING??? Examining the ad
tells us a lot about the thought process of the ad originators--and
offers up a warning to all positioning do-it-yourselfers.
- The subject matter of the photograph is
extremely confusing: Here is a sunken-chested stumble-bum pulling his
sun-worshipping mate along in a kid’s wagon in which she barely fits. The small of
her back is resting against the metal gunnel of the wagon which must hurt as
she bounces along. If she leans back another few inches, the whole wagon
will tip over. This activity is headlined “The Good Life.” The setting is
also strange. Where are they? In a park? Does this open field have anything
to do with the advertised retirement community? (Probably not.)
- The content of the ad
is extremely confusing: If this scene of a tired old man dragging his
woman along behind him is the “good Life,” one struggles to imagine what
previous hard-scrabble existence they are retiring from. Let us examine some of the catch
phrases:
- “Rediscover
yourself.” A nice sentiment, but is the photo supposed to suggest that
they are rediscovering their inner child? Is this what military retirees are
looking for—to become toddlers again? Every other retirement ad
features bronzed golfer couples on the green or smiling elders entering an
Olympic-size swimming pool.
- Catering to “the
active adult.” So, no shuffle-board, no golf, no Olympic swimming pool. Just a treeless park in which members can drag their spouses up and down
gentle hills?
- The “sophisticated
Mediterranean style village.” Well, certainly not the cityscape in the
background of the photo. But a village so sophisticated it can’t be
shown in an image? (And in La Jolla it’s most likely Spanish, not
“Mediterranean.”)
- It is good to read
that “exceptional quality lifestyles” may be enjoyed. And it is true
that being pulled around in a wagon is...exceptional.
- “Life is good when
it’s all about you.” Good Lord—a copywriter of the me-me-me generation.
- “What you want,
when you want it.” (Does this mean your own personal wagon puller is
always available at your beck and call?)
- The photo itself is of inferior low
contrast—typical of a color photo that has been unprofessionally
converted to black & white. This casts a terrible impression of cost-cutting just
when putting one's best foot forward is called for.
- The type is fuzzy. This because
the advertiser used an office ink-jet printer to set the type instead of the
much-higher resolution typesetters used by printers. Another cheapskate
maneuver.
In all fairness one should
resist speculating on the dynamics of how this ad was produced. But we shall
give in. The first element is the atrocious photograph. It must be of the
parents of the owner of the Chateau La Jolla. The photographer—Mrs. La Jolla--(a
rank amateur)—thought she got lucky in taking this striking scene which might
look pretty good in color in a family album. “Harry,” she probably beamed to her
husband. “Let’s use this for our ad you're doing for the residential community.”
Unfortunately, the ad copy had
already been heavily worked upon and agreed to. Well, no matter. Surely the
photo is a perfect example of a prospective couple having a grand old time doing
what they want when they want it--isn't it?. After all, the bosses wife says so.
As to the minor issue that the photo has nothing whatever to do with the ad copy
or the residential community, well, art must be served. As to the fact that
every other such ad features images of the retirement community, images of the
properties for sale, images of golf courses or swimming pools, images of groups of
couples having grown-up fun--well, everyone must learn from his mistakes. And
one hopes this owner has.
So the advertising director
grimaced, and removed his photo of Main Street with its charming tin-roofed
cinder-block villas, the miniature golf course just visible in the background,
and slapped in this meaningless color conversion. Life is not always perfect--even
when this home-made Company positioning has that charming home-spun look about
it.
For more information on correct product positioning,
see: www.velocityassociates.net
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2006 Velocity Associates All Rights Reserved.
