“To the adhocracy show the show for people who know to avoid cliches like the the plague. We ll be right back welcome back. I m david lundeen and i jd melville and today. We re going to talk about cliches cliches.
You know what a clich is you hear them all the time and in advertising and creativity and videography and all of the different forms. It s easy to fall into the trap of cliches. Just in case. You don t know what a clich.
Is it s basically something that you hear over and over and over again. That s done over and over again so much that it becomes cliche. It s a french word. I don t know what it means.
But basically it clicks too much that s what it means yeah. Too much clicking too much clicking so basically in this episode. We re going to talk about we re gonna go down some different ways that you may fall into a cliche with your different creative endeavors and ways you can get out of it as well as some examples of each of those a cartoonist and famous author once said if you talk the way people talk in advertising. You d punch them in the face.
Now. That s not directly. The quote bug a lot of sometimes. I want to punch people in the face.
I think i think in commercials. Yeah. I think if you were sitting with someone and like they were like by now anyone you i d watchman things you d want to punch me. There s actually uh have you watched on cracked.
The youtube channel crack. They do honest commercials. Oh which are really funny about like the gym membership the car dealership and it s yeah you definitely would punch those people in the face. Yeah.
Absolutely so let s get into it. The first point of this and and what usually happens with a cliche is it your first thought you go okay here s a project. I know what i m gonna do i m going to do this yeah. You don t do anything more than just okay.
Here s my first stop now here s the problem with the first thought that s probably someone else s first thought. The example that i ll have in this one when i was going through school. We had you know each person goes through the different classes the cle your assignments are the same we got to the end and i teamed up with this copywriter. I m looking at her portfolio.
She s looking at mine and we came to this campaign for boost mobile and boost mobile campaign. It basically said okay you know we re starting a rebellion. Blah blah blah. We both came up with propaganda posters and we actually the the funny part was is that we showed our stuff.
Too we were actually doing a book review with a creative director over at razorfish his name was timothy he s really nice guy. I m took the time to look look at our stuff. But he said this to me. He said or what to us.
He said. This is a cliche he says once you ve done once once you see something that s cliche like propaganda posters completely cliche. You re dead in the water like it s been done. It s been done a thousand times.
Why even go that route oops so so really on this what you want to do is you want to further brainstorm. Some of the the great practices and some of the great people who have come up with campaigns and stuff. They say come up with 50 ideas rip them up throw them away and then never do them again. Like like start on another 50 because people will probably come up with those 50 ideas.
Before you know you want me original people. The next one would be piggybacking or copycatting. When you when you basically look at a big campaign and go oh. I m just going to take that idea and make it my own the biggest example is that for this is got milk.
Really the thing with this it comes down to the strategy. The strategy for the got milk campaign was when people don t have milk it creates this physical pain like you you have eaten this rich brownie. You need milk you poured cereal. You don t have milk like that s what came from this and that s why that that that saying got milk it s so powerful yeah.
But when you go oh got guns got gym membership got muscles got you know whatever it just doesn t work so for this strive to be original strive to really find your message and be original in that the next one would be stale stock. The interesting thing with stock photography is the ones that are good are being used and they re being used everywhere. There is several times where i ve worked with you know a stock photo and it s this one lady and i ve seen her selling everything from health drinks. Two watches two teeth products to i mean.
She s everywhere. It could almost be a scary movie with this really what you want to do is you want to it s good to hire a photographer if you have the money and you know you might be able to find a way to work with a photographer in different ways. If you re looking for a very specific picture. Don t wait through thousands of pictures find a way to really get that one that you re looking forward to so that everything is right you can control everything that that will really help help out on this i m actually a good example of this is the if you haven t seen it.
It s great. It s called this is a generic brand video by dissolve. A stock photography. Group.
Themselves a stop. Vid footage. Group. And basically they use their stock photography in a very cliche way to sell stock photography.
We think first of big words that are synonyms for progress pair them you ask me try shortening lots of stuff. And that goes ready right with a buzzword thing too gosh. This is a perfect example of a cliche commercial. But but funny is bed.
She was so original and they put it out there was increasing yeah well they did it right and it fits their purposes actually there s a site out there and we ll put it in the comments below 101. Cliches calm and this lists the top 101. Cliches. Let me just read down.
One or two of these. The light bulb tape measure the crystal ball stopwatch the baton the handshake open road the target the cogs jigsaw puzzle all of those things they re done so many times over and over and over again. Yeah. I think every power point.
Oh. I notation everything the exact same thing. Oh they fall victim to that one yeah. The next.
We got is trending bandwagon. You know just because something s popular doesn t mean that you that you have to make you commercial in that genre. There s the zombie craze that happened seemed like every every single commercial was a host apocalyptic and we recently saw one of these commercials. But it had a cool twist on it where you have these zombies chasing somebody.
It s called called the run dead and it starts off just like any other commercial cuz running zombies coming out at you tonight. There s fires everywhere that constantly burn designers and things are always burning what did all this fire come from anyway. He keeps going he lets go skip ahead runs into a shoe store. Zombie discovers a shoe.
We fight over it he leaves let you watch the rest yeah. But it s very why you would assume would be cliche. But it had a cool twist on it and yeah they made it their own dating. They did the cliche in a right way being a runner.
I totally appreciate it and i agree with the message. Absolutely and the last thing one that one of the the tricks of the trade and one thing that you can do to kind of test yourself is take that brand take that video take that anything that you re doing and put a different competitors name in there does it fit that competitor as well put all sorts of logos in their cc. You know if it if it fits all these different things you re not being your own thing. And that doesn t necessarily work all the time.
But it s a good it s a good exercise to do so give us you know let us know below some of the things that you hate about cliches. Maybe some clich s. Lee. This is your chance to vent a little bit.
What do you despise and advertising. What are the biggest clich s. That you know this is this can be some some venting comments. Do you hate that men don t know how to eat yogurt.
Yet do and every commercial. Do you hate that apparently talk it taco shells in commercials. Never crumble in their hands let us know below and you know thank you for liking sharing and commenting on this video make sure to follow us on facebook. Twitter and instagram for some other interaction with us yeah.
Absolutely and for the made up fact of the day. This is really interesting okay i really dug into to this and absolutely not made up not made up at all due to cats eating wet cat food they ve become a custom to eating wet moist meaty substances and that s where the same comes from the cat s got your tongue. I i don t i don t think it s true absolutely true keep your tongues. ” .
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“The Adhocracy Show: Ep. 014nOnly time will tell if you will fall head over heals with this episode about the worst clich s in marketing. We also talk about how to avoid clich in advertising. nnGeneric Commercial: https://www.youtube.com/watch?v=2YBts…nThe Rundead: https://www.youtube.com/watch?v=XH7W6…n101 Clich s: http://www.101cliches.com/view-the-101nnNext Episode: http://tinyurl.com/hf96q5vnPrevious Episode: http://tinyurl.com/h7wzn2annSubscribe to our page: http://bit.ly/1kDXZaOnnThe Adhocracy Show is a weekly (eventually daily) show all about marketing. We will cover everything that we can think of from the good to the bad. From print, to video, to billboard, to gaming. If you don t care about marketing, hopefully you will at least be entertained. nnCredits:nStaring: David Landeen and JD MelvillenCamera and Audio: Ethannhttps://www.youtube.com/channel/UC3kl…”,
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