There are "creative" advertising people who believe that their title is a license to be weird. In fact, there are a number of these people who think that unless their advertising ideas push the boundaries of good taste or good communication that they're not being "creative." Many times in my advertising career, I've had to pull creatives back from work that was just plain bizarre - but which they described as creative.
If you need an example of what I'm talking about, take a look at this (believe it or not) real ad for Velveeta. This is an ad that was developed by "creatives." What's incredible is that ostensibly rational people reviewed this approved it ... and spent good money to place it in the media.
1. To hit hard, esp. with the hand.
2. To kill by smiting.
3. To impress powerfully.
Nope. The definition of smite doesn't make sense of the headline.
You probably can't read the line under the picture of the packages, but it reads: "Just add ground beef or chicken, apprentice."
Apprentice? Maybe they are trying for a pirate theme? Maybe the creative team was on drugs.
I bet that this ad is in some creative's portfolio. I hope that he or she never gets hired if this is an example of their work.
There was an old saying at Benton & Bowles advertising that still rings true today. "It's not creative unless it sells." I suspect this ad isn't doing any selling.
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