September 2020
I saw an ad on TV the other day.
It featured a young woman holding up a roll of toilet paper and sniffing it ecstatically.
Why the transported look?
Because the Angel Soft toilet paper tube inside the roll, is infused, as the ad tells us, with "a subtle hint of lavender."
So I ask you . . . are perfumed toilet rolls exactly what America needs at the moment?
Millions of people have been fired, can't pay the rent, are going flat broke, can't go outside, and on and on. But at least our toilet roll tubes have a nice lavender aroma.
Okay. It's easy to pick on such an easy target. But don't you agree that all TV ads these days feel a lot different.
The smiles, the enthusiasm, the sense of fun, all seem so out of tune. So irrelevant.
And the clichés seem more grating than ever . . .
The little kids fighting in the back of the car.
The troubled mom worried about mud-stained clothes.
The idiot dad who always gets things wrong and winds up with a wimpy smile.
Yes. In this brave new world of ours, the same old ads are more irritating and repugnant than ever.
Believe me, I'm glad that I'm writing direct-response emails these days instead of the inane TV spots I had to write in old ad agency days. You know what I mean . . .
"Now dunk in soapy water . . . and already, look at the difference!"
Yes. These days there's a lot more to watch than TV ads.
Like our country going down the tubes.
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Need me to do some copywriting for you, give me a call. Let's talk and I'll help you keep your sales growing even in these tough times.
