Adobe Systems is spending $10 million over the next three months on a new campaign, according to the New York Times. The campaign contends that products like Adobe Analytics and Adobe Social are important support tools for marketing executives, to help them prove that spending on advertising is not a waste of money.
There will be a web video, social media, online, newspaper and magazine advertising, though my comments in today’s post are limited to the newspaper ad that first caught my eye.
Ann Lewnes, chief marketing officer at Adobe Systems,is quoted as saying this campaign is “…a bold and provocative way to get attention…the intent is to break through, jolt the market.”
I can’t speak to the impact of the other parts of the campaign. But this newspaper ad has less of a jolt than a cup of decaf. Maybe it’s category relative, and for Adobe this is a big step forward. But the end result seems awfully bland.
I guess the old cliché is relevant here: If you’re going to be a bear, be a grizzly.
Got the idea?