Leo Burnett once said of advertising "Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read." With the exception of the final rule - which perhaps does not hold for luxury, although it certainly shouldn't be not-fun - I would agree with all of this. I was reminded of the quote when I was flicking through the UK edition of Esquire Magazine on a flight back to London on Friday and came across an advert for Bremont, the excellent British watchmaker in the inside back cover.
Let me be clear. I love this brand. It's been forged into existence by the vision and determination of the founders, Giles and Nick English. So you will understand my emotions when I reviewed the advert.
It's worth bearing in mind that this is a watch collection which begins at about £3,500 plus. It's competitive set probably includes Tag Heuer, Panerai, Rolex, Omega, Bell & Ross each of those showing off the watch to full effect - showing exquisite detail, engaging the magazine reader with a richness and a desire to buy.
Too much copy. Too clever. Too insider. Dull. The watch, and indeed the Bremont brand itself, skulks at the bottom of the page with not even a call to action or a suggestion you visit their website (which is not bad).
If I was a Bremont die-hard customer I would read this. It would give me additional facts to throw about in a watch conversation. But there are more efficient ways of transferring those nuggets to your ambassadors - this is not one of them. The role of print advertising in this context should be to excite and draw people in - heart AND then mind. Convert a Rolex (or whatever) potential buyer into a Bremont purchaser.
Of course I could be wrong. In the meantime I will add this brand to my list of "love to get my hands on this campaign".