This morning on the bus to work I was in a great mood. Sure, my sleep was messed up from jetlag and I only got about 4 hours in, but still, things felt good somehow. And suddenly I started noticing things. I looked around and saw blank stares, gloomy faces and people half asleep. Grey people. It was not a pretty sight. Granted, it was early, it was dark, it was cold and it was raining; but this can’t be right. People need to cheer up. Among all these gloomy people I saw the ads inside the bus. Do you think they work, or do you think they just got associated with depression? If they were mine, I would have torn them down on the spot.
Somehow I feel that the agency people haven’t been on that bus. They haven’t thought about the situation where their communication will be received. If they had, they would have done something to cheer these people up instead of telling them about the “great deal” they offer them. Can you feel how wrong this message comes across? If not, trust me, it did.
Now, I want to do a campaign to cheer people up. If nothing else, it’s a humanitarian aid project. These people suffer. It’s really a great opportunity. If a brand can help me feel better, I’ll love them for it (especially if I’m on suicide bus number two from Södermalm). Making people feel better is definitely a legitimate service, and to me this looks like an superb MAAS opening. Some laughter therapy please.
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