Thursday, February 7, 2008

Sunsilk: Life Can't Wait

Bad Slogan

I really love the SuperBowl. It combines my 3 most favorite things in life -- gambling, sports, and advertising -- oh yeah, and spending time with friends and family so better make that 4!

This year's big game was flush with Good and Bad Commercials that contained Good and Bad URLs and Good and Bad Slogans.

This effort for Sunsilk struck out on all 3 counts. Goes to show how crucial the slogan can be to the overall initiative. A slogan is a campaign's entire creative concept boiled down to one succint phrase. Without a good hook, the whole program will fail.

Unfortunately for Sunsilk, I think this campaign is doomed. "Life Can't Wait" could be the slogan for just about any product in any category. And, based on years of waiting for my wife to get out of the shower, I know all too well that, when it comes to a woman perfecting her personal hygiene, life can wait!

6 comments:

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