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Please don’t sing about “shopping with conviction” and “fixing the food system” while farm fresh pastoral scenes flash in the background. That could be advertising—vaguely and euphemistically—any number of healthy or earth-friendly products.
Maybe it’s time to just get to the point already?
Humanaut, a boutique agency based in Tennessee, manages to do both in its cheeky first work for a shopping app called Merryfield. It introduces an over-earnest ballad and a hippie crooner—note his wavy, free-flowing hair and beaded necklaces—to describe the new piece of tech.
Except he’s wasting time on cliche and artifice and confusing his target consumers, who ask whether Merryfield is a field or a co-op they can join.
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