Caboose Cut Loose

Or does it? Has anyone else noticed the tendency of big international brands to get their ads made in one market, and distributed to all?

Next time you see an ad for a razor, shaving cream, soap, or pretty much any toiletry, notice how you rarely see a person talking. You either see a person, and a voice over (dubbed for the local accent), or even worse, you see a person talking, and a voice that doesn’t fit the mouth!

I know of a particular shaving brand who shoot their ads with 3 actors: Europe, Asia, and Latin America. Its the same ad, the same script, shot in the same place at the same time, but they shift in the different race person. At least it is some amount of customisation, but its still pretty cheap.

For me, I am less inclined to buy these brands. If their personal product really is so suited to me, surely they could fork out the dosh to get an ad custom made to my demographic.

The same applies for small business. If you have a range of clients in different locations, or of different age groups, try to customise the ad to suite that particular market. People appreciate it, and they will respond!

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