In a TV ad for Propel Vitamin Enhanced Water Beverage, which featured athletic types doing athletic things (including skatboarding, rock climbing, playing tennis and such), divers large fruit images were featured prominently and - dare I say it - suggestively.
Imagine my surprise when text on the lower left-hand side of the screen flashed:
CONTAINS NO FRUIT JUICE
This is what we need in the software business, kids. Advertising that suggests - in powerfully visual ways - that the product delivers a feature, when in fact it doesn't deliver at all! All impression, no substance!
Which is why we see so little in the way of advertising in the software business. When one of the most successful ad campaigns of the last decade or so is the Oracle print ad, you know you're not working in an ad-rich environment. Other than MSFT, who advertises extensively? Other than dot-coms with a white-hot burn rate, that is, and those days are done. We've got nothing but print and tchotchkes and trade show booth graphics.
And Propel water!