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Creatives need to find another word for ‘saves money’ – Cliché Killers on the irrelevant piggybank

The Drum has launched episode six of Cliché Killers, a 12-part video series, produced in partnership with Stein IAS, exploring B2B advertising clichés.

Episode six, The Piggybank, takes a look at one of the most tirelessly used clichés in financial services, the piggybank.

“In ancient Middle English the word pygg was a type of clay used to make household objects,” said web psychologist Nathalie Nahai. “By the 18th century this had evolved into piggybank. So the whole thing is based on a pun, another good reason not to use it in your marketing.”

Cliché Killers, running until autumn 2016, features a cast of ad industry leaders discussing and ridiculing the clichés commonly used in B2B advertising.

The clichés discussed range from the stopwatch to the handshake and, in episode six, the piggybank.

Cliché Killers features web psychologist Nathalie Nahai; Kesah Trowell, head of CSR at Dixons Carphone; David Burnand, marketing lead for Northern Europe, Adobe Marketing Cloud; Google head of marketing Nishma Robb; Stein IAS chief executive Tom Stein; and Stein IAS creative director EMEA Reuben Webb.

The Cliché Killers series was based on a book by Stein’s Reuben Webb.

The entire series can be found on the Cliché Killers hub on The Drum.

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Justin Pearse

Managing Director of The Drum's content marketing agency The Drum Works and member of BIMA's executive committee. Former editor of New Media Age.

All by Justin