Tell me what you think -- what do you make of this law firm ad on a downtown Chicago billboard?
The billboard promotes Fetman, Garland & Associates, Ltd., an all woman-lawyer firm specializing in divorce, and it has the city in a twitter. I just appeared on MSNBC TV at Noon to comment on the ad (my 15 minutes of fame).
I I said that as a happily married guy (holding up the ring on my left hand) I thought it was funny, and my wife would probably think so too.
From a strictly marketing standpoint, I told the TV interviewer that the billboard succeeded at three different levels:
- It got people to notice the ad and remember it.
- It evoked an emotional response.
- It created buzz all by itself.
Obviously the ad appeals to married people unhappy with their sex lives, and feeds into their fantasy that Miss or Mr. Beautiful is out there waiting for them. Unfortunately, these beautiful people are all taken, as we know. But that's reality, and advertising is all about perception.
I added that it will make the clergy and political conservatives angry, because it promotes divorce. But heck, that's the service the lawyers are offering. ...and sex sells, or "t*ts and abs" in this case.
If you were facing a national TV audience, what would YOU have said?
[News update: a Chicago alderman had the billboard removed on May 8 because it lacked the proper permit.]