An Octopus without a world-view
This morning Betfair brought Oxford Circus to a standstill with this.
Apparently it wasn’t intended as a PR stunt.
It’s odd that this attention-hectoring had no greater ambition than to insult our intelligence.
Perhaps we shouldn’t be surprised.
After all, Betfair is another example of an advertiser that starts with a punch-line or a product and works back towards a set-up… in the absence of a coherent world-view.
What’s confusing is that one minute Betfair is doing an octopus PR stunt, while the next minute it’ll be doing something about in-game betting that takes a different position.
As a result we don’t know what we’re supposed to take as truth and what we’re supposed to take as irony.
Betfair has no coherent or consistent position.
The ambition of its communication ends at “getting the laugh” or “getting attention”, rather than having a point of view on anything.
Advertising that isn’t informed by a personality or world-view tends to cut down really well into TV ads, stunts, tweets and so on…perhaps that’s evidence that the comms agency is doing its job properly.
But it also shows that if your advertising or communication is informed by a point of view, it’s much harder to cut-up and snip it up into things because world-views and perspectives doesn’t exist in isolation.
Such as the isolation of “any other Tuesday morning” at Oxford Circus.