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The safe cliché is not the only way to convey trust - new Cliché Killers

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

Episode seven, The Safe, explores the cliché of the safe, used to convey feelings of trust or security.

“Companies use this symbol to make you feel safe, to communicate that they’ll look after what’s important to you,” says web psychologist Nathalie Nahai.”Or that they couldn’t think of a more interesting metaphor.”

Cliché Killers, which will run over summer and autumn 2016, features a cast of ad industry leaders discussing and ridiculing the clichés commonly used in B2B advertising.

Cliché Killers stars 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 clichés discussed, looking at their history and usage today, run the gamut from the magnet to the handshake and, in episode seven, The Safe.

The cliché was thoroughly derided by the entire cast.

As Kesah Trowell says: “Good communication should touch you emotionally. The only people interested in a picture of a safe are those people buying a safe.”

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