Niko Herzeg Marketing

The above ad is from Esso that I spotted at the local gasstation.

For those who don’t read Dutch, let me translate:  Dorst ? Thirsty?

I really am left wondering, whether it is arrogance, or sheer stupidity, that this ad got made and approved. Now I appreciate, that you sometimes take jobs to make money  (believe me, I appreciate), but to show irresponsible use of resources as a selling point of Esso makes you wonder what kind of money oil companies are paying and what levels agencies are willing to stoop to.

Because if they did not do it for money, well that only leaves to possibility that the agency that did this is run by people who should be protected from themselves by court appointed guardians.

Again, this is one of the companies that is suppose to search for new and efficient ways for us to use natural resources and not waste them. No you could say, well it is just one poster, get over yourself. But to me it shows a total disregard for lessons from the past and gives me a glimpse of things to come. It is lazy, removed from reality and does me and the brand no long term good.

But it seem that making fun of something that is worth more than oil, is a trend in Adland.

This morning, I spotted another one, but this time from BNP Paribas and it aired on CNN. I have not been able to find the tv commercial online, but it went like this:

Guy drives droptop in desert like rural area. Pulls up to fill up. Spots a good looking woman who is drinking from a bottle of water. He, the driver, being mister cool, apparently drives a car fueled by water. So as she sips water, he puts the fuel hose to his mouth and starts to let water get all over him. He starts to bath in the water. The endline was something like, in the future all things are possible, so act like it (again I did not remember the endline correctly so please correct me).

This is BNP Paribas telling us what: behave reckless, sky is the limit? No. Off course they are saying, be bold and brave, take a chance do something new, and you will get laid. And we as pimps will front your pipedreams (and those who speak dutch, pun intented).

Einstein said that the thinking that gets you into trouble, does not get you out of it. So please Esso, BNP Paribas and friends, don’t tell/sell us to clean up OUR image. Lead by example, get agencies and people involved who care about more than money and status to make real change.

Or at least know how to protect the image you wish to uphold, by leaving comms like above on the editing room floor.  If that is to much to ask, then let us take you out back and be done with it.