There seems to be a fair amount of advertising recently that tries to break the rules of their category. In the Broadway theater world, currently The Play That Goes Wrong pokes fun at itself and all typical theater advertising. Ads say things like, “Now attempting previews on Broadway.” And, “From the producer of Star Wars: The Force Awakens, J. J. Abrams, (who we can only assume lost a bet)”. In fact, sometimes the advertising is funnier than the actual event, possibly because it doesn’t have to be sustained for two hours.
In a very different category—Art Galleries—I noticed the ad above. I am not quite certain what the headline is actually trying to say (“YOU'RE UNCOOL if you like this painting, created more than 125 years ago by an artist whose work is in over 80 museum collections. But, you’re cool if you don’t’ care.”).
Are they suggesting that you are “cool” if you like it, or if you don’t like it? And what exactly is the tag trying to say: “REQUEST OUR CATALOGUE. We won’t tell anyone that you did.”
But it seems to me it is as if the ad had been translated many times, in many different languages, and therefore ended up not quite saying what was originally intended, Still, I admire and like the fact that something different was done. It is unexpected and risky to use humor in an expensive category such as museum quality fine art.
But as we all know, it is even riskier to follow the crowd and to be invisible. Cleverness will always win over conformity, no matter the category.
Got the idea?