Friday, September 11, 2009

Worst Case Scenario Marketing:: Brinks/Broadview & the Spanish Inquisition

I recently saw this gem of an ad on A&E during {surprise, surprise} a syndicated re-run of The Sopranos::

It reeked of bad suspense movie.  Ad Nauseous was more specific, relating it to Jennifer Lopez's Enough {link to clip}.  Apparently, the fear marketing is part of a theme, vulnerable women and children.  Here's the soccer mom and her kids in danger::

Plus, it introduced a name change, from Brinks to Broadview, complete with a poor excuse for a logo.  Abbott PR does a good analysis of the name change, citing an AdAge article.  AdWeek reported that the rebranding is part of a $120M campaign, with 3x the typical adspend of Brinks {Landor is in charge of the re-branding and the ads are done by draftfcb Chicago}.  Forbes reported that Broadview had three years to use the Brinks name for home secirity, but decided to push the Broadview switch now.

Twitterversion:: Broadview/Brinks ads uses fear & vulnerable women & children to sell security, evoking B-movie suspense. @Prof_K

Song::  Pity and Fear (Album Version) - Death Cab for Cutie

1 comment:

Anonymous said...

Why is it that every home intruder in the Brinks/Broadview commercials is a white guy?