The Kleber Critique
Advertisements permeate our lives – from television and radio (and streaming services, if you don’t happen to be a subscriber) to web pages, eblasts and billboards (yes, they still exist). However, not all advertising is created equal. The following articles share K&As take on the good, the bad and the “uncomfortable” when it comes to ads related to home and building products. All opinions are our own.
Campaign Critique: Why Coldwell Banker Isn’t Targeting Buyers
The world has changed dramatically for Real Estate brands. The least affordable housing market in decades has set the stage for a rise in the percentage of deals cancelled… as climbing rates make home ownership more expensive. Mortgage applications dropped last week...
Campaign Critique: “Concrete Combat” for Building Product Pros
Have Reality TV shows heralded the downfall of modern civilization? Or rather, do they provide a creative platform for marketers to leverage? The popularity of competition themed reality shows has spawned a growing wave of niche, special-interest series like “The...
Campaign Critique: Pella Windows “Surfing for Attention”
Whether they realize it or not, building products marketers -- like all marketers -- are after one thing. It’s not brand awareness. Customer loyalty. Clicks or views or impressions or engagement. It’s not even sales. All those goals are important, but they can’t be...
Critique: Are we Offended by this Bidet Brand’s Campaign?
Recently, Joe Rogan lamented the death of comedic movies while talking with a guest on his podcast. In this era of extreme political correctness, being even the slightest bit offensive is a cardinal sin. To prove their point, Rogan and his guest said that a movie like...
Tractor Supply “Life Out Here” Millennial Homeowner Campaign
For brands that want to appeal to customers migrating to the Next Frontier, you can either follow them there… or you can greet them when they arrive. Retailer Tractor Supply Company seems poised to do the latter. A drive across America’s Heartland will take you...
What Building Product Brands Can Learn From a Subway Sandwich
Early this year, fast-food chain Subway was hit with a lawsuit alleging that their tuna sandwiches contained no tuna – and, well, no fish at all. While the company was ultimately exonerated, their response provides a lesson in how not to handle...