On Advertising
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Casting Notice for “Ugly Criers”

These homely saps have been staring me down on the subway for the past couple weeks. Do I love the campaign? Not particularly, but the message is clear and the imagery memorable. So let’s have a kick at the can at their advertising insight.

cryingThese homely saps have been staring me down on the subway for the past couple weeks. Do I love the campaign? Not particularly, but the message is clear and the imagery memorable. So let’s have another kick at the can here and try to discover how the advertising masterminds behind the Scotties brand came to flood my morning commute with salty alligator tears.

A Tissue for Any Issue. Alright, well, we’re clearly dealing with a broad demographic. The subjects in the campaign are roughly between the ages of 30 and 60, both male and female and are among the ugliest criers I have seen in a while. I imagine the casting process involved showing “your ugliest crying face”.

Perhaps research found that the target market responds to people crying by offering a tissue (should they have one). Then the insight might be that the target market uses the gesture of offering a tissue as a means of expressing comfort and empathy to a crying individual regardless of the origination of the tears.

So now the creatives get this insight from the strategists. They throw a little word play around, open a thesaurus and eventually get to a clever and catchy concept: A Tissue for Any Issue. The creative strategy then becomes showing how a tissue could be offered as a means of comfort. Give this a spin on the old merry-go-round and you end up with subway posters of ugly criers, two suggestions of why they might be crying and the concept that regardless of what prompted the crying a tissue would sure come in handy right about now.

In fact, I might need a tissue or two before this night is through… Is it because I have a shit ton of work to finish before I rest my weary eyes or because my local convenience store is all out of my favourite frozen pizza?

In this circumstance, it’s both.

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Caleb McMullen

Written by Caleb McMullen

Founder and Editor-in-Chief of TheatreisforSuckers.com

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