“Because” it just doesn’t work

Before any effective advertising and marketing campaigns ever see the light of day, agencies and clients collaborate to discern salient messaging points, efficient media plans, and relevant communications platforms. The piece of creative that a consumer sees (e.g., a TV ad) will reflect that particular brand’s strategic approach. So while sometimes consumers may scratch their collective heads upon viewing an ad that simply doesn’t seem to make sense, there’s (usually) a reason they’re seeing what they’re seeing.

Well, that’s the best-case scenario if you’re the agency or the client. There exist plenty of instances where the creative piece – even with the right strategy behind it – simply misses the mark. This can happen when both the agency and the client fall into the “group think” trap. Somebody, in some meeting, comes up with a seemingly kick-ass campaign theme or line that gains momentum and can’t be stopped. Nobody wants to say, “Uhh, wait a second, I don’t get that.”

During an NFL playoff game the other weekend, an ad ran for the NFL brand itself. The campaign line was “because football”. Of course I noted that it wasn’t “because OF football” – no “of”. I was aware they were going for some cool phrase…a little edgy…somewhat memorable. Yet, I assumed it was a shortened version of the overall verbiage – shortened for the twitter handle, shortened for a headline.

Then the announcer ended the TV spot with a line like (and this may not be exact, but something similar): “We love Sundays, BECAUSE FOOTBALL.” That’s when I thought someone missed the mark. I thought the strategy of the ad was spot on, but they ruined it by trying to force that “because football” phrase on the viewer. As an experienced creative when it comes to the sports industry, I certainly understand the attitude and tone that the NFL brand is going for – and to that end, I’m all for throwing grammar to the wind when it comes to advertising. However I felt that this spot took it too far. It was awkward. It sounded weird. It just didn’t work.

Somebody in that initial meeting should’ve stuck his or her neck and said, “Hey everybody, what do you think of putting the word ‘of” in there…it’s only two letters!”

Because that would’ve been the smart thing to do.