Is there anything better than arguing about advertising? Twenty-something Germany’s Next Top Model contestants put on a bicycle helmet – and little less –, add the caption “Looks like shit but saves my life”, and the inevitable knee-jerk reaction from politicians and citizens is to lament this as a sign that the end of civilization is imminent (photos?). What really annoys me about the following uproar in social media: Taking their own values as a benchmark, the critics pretend to know exactly what is funny and what is smutty.
Second thought. There are plenty of quotes from footballers that are funny without trying to be. Franz Beckenbauer, the Kaiser, once said something that fits really nicely here: “I’m not even going to ignore that.”
Relax, take a deep breath, Ommmm, or as I like to say, “just shut up for once”. All this would help to better cope with the state of outrage that seems to prevail after seeing new advertising.
toom advertising: taking inspectors for a ride
Why am I writing about this, especially in the blog of TÜV Rheinland? I couldn’t care less, and after all, entire companies make a living from feeding a culture of outrage. It’s actually quite simple: Because of the toom DIY store and these ads that have been going viral for a few weeks now.
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The DIY store whose slogan is “Respect to all DIY’ers” has produced an ad that plays on clichés and – apparently or really – takes the inspectors from TÜV Rheinland for a ride.
Inspectors endlessly circle the floor on chairs to test laminate, press the same light switch forty thousand times to test its durability, or desperately try to break out of a shower cubicle to check the strength of the plastic partition.
Product testing: better safe than sorry
Wit is always in the eye of the beholder and serenity is difficult to learn – rather one seems to be born with it or not. But what helmets and testers, GNTM and toom have in common is the message behind it:
better safe than sorry. I’d rather have a tested than an untested product. Even if it looks shit or boring or others make fun of it. If you live longer, you really do live longer. Those who travel safely have fewer severe head injuries, those who buy products tested by our inspectors practice sustainability and make the right decision in terms of the environment and safety.
Therefore: take a deep breath, exhale, stay calm and give preference to safety. TÜV Rheinland. Exactly. Right.