If it ever did.
Someone once said, the opposite of love isn’t hate, it’s indifference. Translated into ad world parlance, you could read that as, the opposite of good isn’t bad, it’s cute. I’ll give you an example. Saw a TV spot last night for ING Bank. It was cute. The casting was cute. The cutting was cute. The messaging was cute.
The only reason I remember it is that I wanted to write about it for this blog. Otherwise, totally invisible and a huge waste of the client’s money. If I am a consumer, or viewer, or multi-tasking civilian, I DO NOT NEED ANY CUTE BANK ADS IN MY LIFE!!! I need information, or entertainment, or insight, or truth — hopefully about banking, even more hopefully that has something to do with ING Bank (if that’s who is paying for it.) I think ING can do it. I know they can. It will just take some guts, some digging, some account planning, and some realization that cute is for puppies and babies but not for the who knows what the hell is going on media world we live in today.
Case closed. (PS — I don’t mean to pick on ING, there are about a million other soft messages out there that could have stood in for it. But you get what I’m saying.)