"No shit, Sherlock" advertising
New Zealand Lotteries have just put out a series of ads featuring a guy who wins the lottery and then goes all over high-fiving people. Hilarity ensues. The tagline is “That’s what winning Powerball feels like.”
The ads are funny, here’s the first: youtube.com/watch?v=G1l5lFDDyFA
But they’re what I like to call “No shit, Sherlock” ads - other titles might be “Yeah, duh” and “You’re point being?” ads.
If you won Powerball you’d feel really good. You’d be elated, ecstatic! And that’s it.
No. Shit. Sherlock.
The video above isn’t the ad, obviously. It’s from the States, in 2012. This tagline: “Yeah, that kind of rich”. It isn’t as slap-in-the-face obviously funny as the NZ ads, but it is still funny.
It’s also more engaging. Of the 30” spot it takes 21 seconds to get to the punchline and 25 seconds to get to the product/brand/logo. But for the whole 21 seconds I’m interested. I want to know what it’s about and what it’s for. It’s one joke, told once, and told well.
As for the NZ spot… it takes 4 seconds to get to the product/brand/logo, 11 seconds to get to the punchline, and then we just get the same joke in five variations for the next 20 seconds. That’s just this version - there are another 6 spots with different versions of the joke. It’s one joke, told 30 plus times, poorly.
In a weeks time I’ll remember that some guy had a really long driveway because he won the New York Powerball, and they have really big prizes, maybe the biggest.
I’ll also remember that it’d be great to win “the lotto”.
What would you prefer for your brand?