Magazine article Marketing

Adwatch: Comet - 'World of Electricals'

Magazine article Marketing

Adwatch: Comet - 'World of Electricals'

Article excerpt

The insight here is a good one: technology can be confusing, so if you want to buy something technological, you would like to be able to go to somebody who understands it and understands you.

So we have a reasonable place to start. What we need to get across is that people who work at Comet are experts in their field, who will talk to you in a friendly way about your requirements in layman's terms. So far, so good.

Metaphors in advertising are extremely common. In this case, Comet has associated its training methods with black-cab drivers' 'Knowledge'. An animated character travels through town on a scooter doing the 'Comet Knowledge', ticks the three boxes on his training document and gets a 'passed' stamp from the instructor.

But this analogy doesn't work for me. When I used to live in deepest East London, not only would black cabs usually refuse to let me on board, but when they did, they didn't have a clue where they were going. 'Not my patch mate,' they would say. …

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