Drink Drivers – Blame Advertising

60 Minutes ran a story a few weeks ago titled “Killer at the Wheel”. It was a story on drink drivers and how it has ripped apart families in a heart beat because some moron was drink driving. You can see the whole story by clicking on the link below (not sure why I couldn’t embed the video but it just wouldn’t work).

http://video.msn.com/video.aspx?mkt=en-AU&brand=ninemsn&vid=1b87f28f-9209-4075-9989-9cd7eacda282

It hit me pretty hard, being a new dad of a 4 month old boy, and I found myself fighting back a few tears as I wondered what it would be like for a drunk driver to take him from us. I even have a lump in my throat and watery eyes as I write this now.

The story talked about how the law is too soft. While I agree that the law is too soft I also think advertising is to blame. Lately there has been a significant move away from shock tactics in campaigns against drink driving. An example can be seen in this ad.

This ad is not shocking. Sure it might be emotional but it is not shocking. This ad tells me that if I drink and drive and kill a child then I will at least get to spend the rest of my life with my family and lead a pretty normal life (albeit with guilt). It is just not a strong enough message.

If you saw the story on 60 Minutes, or watched the story above, then you probably felt sick listening to the mother talking about how she held her daughter’s decapitated head in her hands after a drunk driver hit them head on. Just stop for a second and imagine what that would actually be like.

It made me feel sick to my stomach. This is the feeling drink driving ads should be aiming for. And I think advertising companies should take the high ground and insist on stronger messages.

Is Television Actually Killing Itself?

I see lots of proclamations that traditional media is dying with dwindling viewers/listeners/readers and that traditional advertising doesn't work. I am not sure if this is true or not but cannot see in the foreseeable future that radio/tv/newspapers will fall over all together.

However, it occurred to me, that in the case of television, that maybe it is the TV stations who are to blame for the spruiked decline. And maybe this is linked to reality TV.

I think TV stations are lazy and are too happy to trundle out some shitty reality TV shows. In turn, I think the viewers are bored of the same concepts and if others are anything like me then they don't know which show they are watching because half of them look the bloody same! So I don't bother watching TV as much.

Here is an example - Bondi Vet. You won't check it out but if you want to click here. WTF! Who cares? This show sounds so boring that it will be lucky to make it into a 2nd season. Is it really that different from other animal shows such as RSPCA Rescue or Animal Hospital (I think that is what they are called :)

Hey TV execs ... no wonder people turn off and advertisers are jumping ship. Wake up to yourselves! Create some good shows and people will watch them. If a restaurant serves shitty food do expect that the customers will return? Of course not. So stop serving up shitty shows. It is not a hard concept. If you can't grasp that concept then maybe you should check out this link.

However, as more and more advertisers jump ship, then does the space left, which is occupied by less advertisers, actually become an easier space to advertise in? Will advertisers get better returns because there is less clutter?

Ok, that's enough of a rant. Here a a few things to round off with ...

MARKETING TODAY PODCAST

Wags has asked me to provide some regular content to the podcast. It was born from a suggestion that he incorporate a social media moron award into the podcast. He suggested back that I should do it myself! So I will and am about to record my first segment after I finish reading this blog. I will be talking about a bloke doing 200kmh on his motorbike and David Armano's recent efforts. Be sure to check out the Marketing Today podcast here ... not because I will be on it but because Wags and the gang do an outstanding job.

CANBERRA SOCIAL MEDIA BREAKFAST

I got in contact with Stephen Collins of acidlabs to instigate a Canberra Social Media Breakfast (ala Friday coffees in Sydney and Melbourne). If you are in Canberra, or know of anyone who is, and would be interested then we will be starting this Friday at Cream in Civic. Check out the event here.