Innocence sells. From a marketing point of view, it has got vast value that augments the sale of a product. Smiling childhood, curious school days, cute kidsâ¦. The market is m(ad)ly in love with innocence. But, what will happen if we cut and paste a mischievous concept to this innocence? This advertisement by Leagas Delaney Hamburg, Germany for Solitaire Maglite is an example of misplaced innocence.
The campaign shows kids with light coming out from their noses. Definitely it arouses curiosity. But, is it the safest way to show the quality of the product- that Solitaire is the worldâs smallest maglite? Kids put all kinds of small objects into their noses.What if the idea hits the wrong target? What if parents take an unconscious decision that it is unsafe to have this smallest maglite at their home, where their dearest children run amok with their sweet mischief? That is the power of negative thinking.
Are there better ways to portray the big benefits of this small maglite? Let the âAd gurusâ decide.
