As I'm sure you can probably imagine, I spend a lot of time watching adverts, studying marketing campaigns and generally keeping up to date with all the big name brands that are important in the UK. That means I'm aware of new adverts that come out and I'm always eager to comment on good creativity and innovative concepts. That's why I was a little puzzled by the new Dyson print and TV ads that have just launched (see end for YouTube video).
The key message that Dyson focuses on is the high number of patents they have worldwide and therefore the uniqueness of their products. Fine, I get that, great USP! The problem is they don't stop there... The final phrase in the ad is: 'If you want something that works like a Dyson vacuum, it needs to be a Dyson'.
Compare that to the VW Golf advert that came out almost two years earlier and you realise that they'd managed to do this first! They too list all the benefits of the golf, albeit it in a much quirkier, more interesting advert and finish theirs off with the slogan 'Why drive something like a Golf when you can drive a Golf?' Spot the difference...?
To be fair, there isn't actually anything wrong with the Dyson advert; it's just that VW got there first and did a better job. If you're going to do something second, you need to do it better and be that much more creative! I guess I'm just disappointed that given the excellence, innovation and creativity of their products, Dyson didn't come up with a more innovative ad campaign!
Watch the videos...
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