As I drive to work everyday (a soulcrushing theme my regular readers would be noticing) I get the pleasure of listening to the radio and hearing the same adverts at the same time everyday. This irks me greatly.
The one advert that sticks out to me is the ad for Newscafe. Ironically I don’t remember it word for word (since I’ve started zoning out) but the ad starts with a woman “seductively” saying: Isn’t it strange how the statement “Do you want coffee” turns into “what will you have for breakfast?”
The advert then goes on to talk in the most ridiculous manner about how you can get a coffee mug free with your morning coffee. Firstly this has nothing to do with going home with a random for coffee and it turning into a question of morning breakfast. Secondly the issue I have is that they play the advert at the same time every morning on 5FM which adds to the fact that it’s a rubbish advert.
The fact that it is played so much makes me never want to go to a Newscafe but more importantly this opens us up to the issue of over-saturation. There’s a critical line that advertisers should never cross when it comes to pushing their product and Newscafe have long since crossed this line. It’s never smart or particularly clever to overload your customer with the same advert over and over. Possibly the Newscafe advert appeals to the kind of patron that will go to a Newscafe but I still think that by punting such a poor advert so much you will alienate everyone. Over-saturation leads to lost customers rather than new customers and I think this is a lesson all advertisers can learn.
Shame on you Newscafe, make a decent advert please.
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It’s also misleading – somebody asking me in for coffee has never led to the said inquiry about my breakfast preferences. Maybe such women hang out in news cafe in which case I will start going there. Now I’m thinking this add may not be so terrible after all.