Dr Mumbo

An opinionated sod gives Telstra both barrels

When something is filed under the heading ‘Everything wrong with advertising in a single ad’, you know what’s to follow may be light on positivity.

But even Dr Mumbo was taken aback at the withering bluntness of Rob Campbell, APAC planning director for Wieden+Kennedy, when he turned his critical eye to a recent social campaign for Telstra.

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The telco’s marketers should look away now, for here’s a smattering of Campbell’s thoughts on his blog ‘The musings of an opinionated sod’.

“The headline is shit, the premise of the headline is shit, the language used in the headline is shit, the picture is shit, I absolutely hate every single thing about this piece of communication”…..

You get the picture.

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And so it goes on….

“In a World where the ability to connect and engage with an audience is almost constant, brands need to understand the secret to building some sort of audience value is knowing when to use that right as opposed to trying to brainwash them with meaningless shit like this.

Of course the reason this sort of rubbish happens is because there’s still a ton of brands out there who think social media is brilliant because it lets them ‘push’ all their marketing out to the World for free.”

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Campbell concludes by hoping Telstra concocted the campaign internally: “Because if an ad agency was behind it, then they need to go kill themselves immediately.”

Dr Mumbo has read between the lines and drawn the conclusion that Campbell may not like this particular campaign.

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