How Lowe can you go?
This post is not about the fun Trinidadian dance–the limbo–that has you bending over backwards until your spine’s about to snap.
No.
It’s about one of the worst ads I’ve seen in a long time.
Too bad, too, because this one’s for a store I really like: Lowe’s.
Now, before I tell you why it’s so bad, I’d like to get your take on it. Am I wrong? Is it really a GREAT ad? Or is it a spine-snappin’ version of getting really low, low, low with your ad-quality standards?
I’ll be back in another post with my AdAutopsy(tm). Let’s check your Ad I.Q. and see if you and I are on the same page.
Hey mon… fire up the calypso music and shoot me your comments!
Success!
Drew
www.AdSurgeon.com
CA$HVERTISING: The Psychology of Response 
Hmmm…
Where, exactly, did the old washer go? Did it abscond with a load of laundry and make a run for the nearest international border?
When my washer broke, the guys who delivered the new one, carted the old one away.
Drew, this isn’t an ad… it’s a crime mystery. Quick — somebody dust for prints!
–Johnny
Ha! Thanks Johnny… I needed that laugh. Agreed. It’s an ad only in name. The idea that it actually “advertises” anything is up for debate. And not much of that, actually.
Thanks so much for your comment.
Success!
Drew
Hey Johnny… right! Maybe the copywriter is really a frustrated mystery novelist! In that case, I can see where he’s coming from. LOL
Thanks for the laugh!
Drew
#1 There is no offer
#2 How many have a dryer without a washer?
#3 It doesn’t tell me what I should do
A washer/dryer “set” with a special offer could have motivated me.
Hi Steve,
You’re so right. So sad. No offer and no direction. It’s like they just wanted to buy ad space because there was a budget to do so.
Thanks so much for your comment.
Success!
Drew
What a missed opportunity! I think the ad would have done better using the same picture with a statement like “Here’s your chance to get a better washer at Lowe’s.”
Ok,
I get it, everybody gets it. If i am in the market for a washer and i see this ad it does one thing, puts company a( Lowes) on the consideration list. So i turn the page and see another ad, this time i see a washer with ad copy, copy that sells me the washer, some feature/benefit gives me reason to buy, pushing company b higher on the consideration list and possibly moving me to purchase.
Right, Bud. No REASON to buy. Not in the headline… not in the body copy… not in the, er, AD!
Thanks for your comment!
Drew
Clever for clever’s sake… and not that clever.
FAIL.
Hey Brian… exactly. Just for clever’s sake. That’s what drove this thing from beginning to end. “See how clever it is!” Ugh.
Thanks for your contribution!
Drew
My first reaction: “Hey, that’s funny!”. This is my preferred response. Why: keep reading.
My second reaction: “This is one of the best ads I’ve ever come across – for any of Lowe’s competitors!” Why: because it doesn’t work as an ad.
Getting serious for a moment, sure, it’s a really, really bad ad. The point is, when we read / scan the key headline, we might say “So what?”.
As much as we may like all that washers and dryers do for us – and let’s face it, they do help make life easier – we don’t really care about those chunking metal boxes (perhaps if we draw smiley faces on them, that might change 🙂
Moreover, perhaps the real damage is, after our possible “So what?”, the potential high point has gone and we may (most likely) simply get the urge click away.
We may even resent our time being wasted since we don’t have any kind of emotional “pay-off”.
There’s no real follow-up; nothing to get our attention; the graphic is boring – an empty space is, well, empty; the text equally boring … need I go on?
To be honest, I don’t really want to do a stage by stage in-depth opinion of this ad. Why: perhaps someone has spent a whole day (or longer) thinking up this ad, putting it together, asking opinions from colleagues, and so on, to go home that with a warm feeling of achieving something great. And who wants to trample over someone’s day like that?
However …
… learning about the right stuff is a good thing, and sometimes we need to fluff it a few times before we start getting “it” right. So over to the ad maestro, I think.
Best wishes.
PS: thank you Drew for sending your regular updates: always much appreciated.
You’re dead-on right, Brian! And thanks for your kind words!
Drew
The ad is aimed at people who have a dryer as, it will HIT HOME to those 17. Gotta admit
HOW many of those sympathize with the dryers feelings? Zero.
How many feel bad about loosing the avacodo green? Zero
How many can identify with the clean floor, new trim, & good wallpaper? Zero
How many have a nice fixture box, nice fittings and need a new washer? Zero
The suggested red appliances are not a good fit with the Avacado. Zero match
The contact info is in micro-font.
The outlet is not GFI, subliminally suggesting the owner is dead and the ad is a memorial picture.
Thanks for the great laugh! I needed that!
Drew
A news-seeking browser of a magazine spends on average 1.5 seconds per page, on advert-looking pages even less. Within this time span an ad should grab his attention. If it fails, it’s ignored.
I spent 2 minutes on this enigma, but couldn’t make head or tail of it, or rather only that it’s about Lowe’s. If it is the only thing the ad purports to convey, a huge logo would do the job better.
This makes its further autopsy unnecessary.
Heh?
Total fail. Instant page flip.
Hi Loren… exactly. It’s a page flipper. No reason to stay, so… SEE YA!
Thanks for your comment!
Drew
IMAGE
The image appeals to the do-it-your-self home improvement market. That market segment can relate to the non-verbal message of the image which is, “Where should I go to replace my washer?”
HEADLINE
The headline merely confirms the non-verbal message above. This is a weak headline for at least three reasons: 1. Its purpose is to drive home the main message in case you did not “get it” from the picture. 2. The headline is cute and witty, so lots of readers will not catch the meaning. 3. The headline offers no benefit. That is the major problem with the headline.
BODYCOPY
The benefit, hidden in the sentence below the image, infers that I can get a good price from a large selection of washers. This is a legitimate benefit, but since virtually all major appliance retails say the same thing, it is a weak one.
OFFER
The ad lacks an offer. A coupon with a clear offer would significantly improve the ad.
G’Day Drew,
This Ad is a loser in my book as well. good call.
Why? Here’s just a few elements I can point out:
1) Cutesy but nondescript.
2) No call to action.
3) Even though they used a website URL in the copy below the picture, still no direct call for you to take action.
4) What’s the benefits for you, the reader? There are none.
5) No way to measure your response to this type of Ad. Wasteful.
6) No free gift for your response.
7) No invitation for you to visit a particular store.
8) No tracking code on this particular Ad to determine where you the reader found out about Lowes.
I could just go on and on about this Ad, but after over 35 years wrinting copy for many winning direct response sales letters I’ll let you finish it off mate.
Cheers!
Jonathan Dune
P.S. Love your book mate! Should add a DVD to your book as a BONUS. Maybe add a monthly print newsletter subscription membership like Basic, Premium and Insider’s. Just a few ideas to create more longevity to your excellent books content.
Thank you Jonathan, for your kind words! Some great ideas which I will certainly consider! Please stay in touch, my friend. 😉
Drew