BY MACK ATTACK

I like driving. The kind of drive that is leisurely, while taking in the sights. And then I chance upon a billboard telling me that I should consider changing to a shampoo that is more effective in managing my dandruff. Darn, there’s another billboard up ahead encouraging me to change the fuel I use. Well, I did not ask for advice, so keep your suggestions to yourself.

Advertising seems to be the new environmental pollution. It’s everywhere. While some advertising can be compelling and even entertain, many are just downright interruptive.

My touch points have been taken over by advertisers without my permission. Walk into a supermarket and your ears get assaulted by ads over the PA system. Get into a lift in some buildings and there’s a plasma screen staring in your face. That same screen that glares at you in fancy Mamak restaurants and buses. Did advertisers get my permission carte blanche to do whatever they like with my environment.?

AirAsia is going to provide inflight radio and will start selling spots to media buyers. Granted, airlines are facing tough challenges in light of high fuel prices, and the ever friendly Tony Fernandes will justify that this move is to keep prices low so ‘everyone can still fly’. Thanks Tony, but if MAS is twenty bucks cheaper, I’ll fly with them so as to avoid listening to someone telling me that their brand of diapers keeps babies dryer, longer.
Even ear plugs to cut everything out wouldn’t cut it.

The proliferation of touchpoints that are opening up themselves to advertising is driving ordinary Joes (not the D’Silva type) like me up the wall, and add badly conceptualised creative work and poor strategy to all that, I have started adopting a new skill. Ignore them.

Billboards are the first to be scrapped off my list. Besides, looking at those things can be hazardous to me general well being. I could plough into another vehicle admiring the contoured body of Christy Chung as she underscores the effectiveness of a slimming centre. If talking on a handphone while driving is bad, billboards pose an almost similar danger.

Advertising allows many services to be provided at a lower cost, of even for free. For that I am grateful. However, you brand owners out there should start realising that without compelling and meaningful creative execution, and poor media planning, you are getting on peoples nerves.

And that’s one point you do not want to touch!

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