Top one reason(s) not to treat your audience like a Galifianakis.


You better advertise well if you're competing against the Whopper.
You better advertise well if you're competing against the Whopper.

I came across this McDonalds outdoor ad a couple days ago (from DDB Denmark). I thought it was clever, and then I stopped thinking about it.

Until I came across this write-up at the Denver Egotist.

“Dominate a space with ads that don’t insult the intelligence of your audience. Greatness.”

Sounds cool. Perhaps even a bit altruistic—don’t treat people like idiots. But as an inspiring mind, I wanted to know . . . ‘why?’ (because clearly, altruistic tendencies are not the bedrock of the advertising industry).

And then I thought of another knowledge nugget I once heard from a sage writer many moons ago:

“<sarcasm> Yeah, because people love being treated like idiots </sarcasm>.”

I think that comment sums it up pretty well. Even if your audience’s intelligence rivals that of Howie Long, the fact is, no one enjoys being insulted or told they are inferior. And when you make an ad that tries to convince the consumer to buy based on benefits and promises that they can clearly see through, well, you’re the one that ends up looking like a Galifianakis.

-For Zach


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