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By Justin Pearse | Managing Director, The Drum Works

June 14, 2016 | 2 min read

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The Drum has launched a 12-part video series, Cliché Killers, produced in partnership with Stein IAS, focusing on advertising clichés.

Cliché Killers, which will run over Summer 2016, features a cast of ad industry leaders discussing the virtues, or embarrassment, of advertising clichés used in B2B advertising.

The series discusses the genesis of advertising clichés, from the jigsaw puzzle with a missing piece representing the agency that can fix your problem to a handshake signifying profitable deals, and whether they have any right to be used in today’s creative industries.

The clichés discussed, and ridiculed, in the series range from the stopwatch to the piggy bank and the tape measure.

The series kicks off with The Light bulb. As the episode points out, this cliché, used to represent an idea or spark of inspiration, was born when Thomas Edison invented the light bulb, and was first used in cartoons like Felix the Cat.

The public would have been very used to seeing mages of Edison holding up the light bulb, making it easily represent ‘genius’.

As Stein IAS chief executive Tom Stein points out, though, the idea has become so clichéd that today it can simply smack of laziness.

“So what is a business trying to say here? That you can turn innovation on and off like a light bulb,” he said. “It’s an insult to anyone who is involved in the process of developing ideas, one of whom was Edison who invented the light bulb and spent a fortune trying to get it to work. He fought naysayers every step of the way, but he got it to work and that took a lot of work. Innovation does!”

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

A new episode will be launched every two weeks on The Drum, which will all be hosted in a dedicated hub.

Advertising Cliché Killers Creativity

Other episodes in the series

Episode 1

Why the dynamic team image does not reflect office reality– Cliché Killers

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

Episode 2

Another handshake image? Cliché Killers will not shake on it

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

Episode 3

Repel or attract? Cliché Killers explains why the magnet does not pull clients in

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

Episode 4

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 5

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 6

The stopwatch is not a shortcut to creativity in new Cliché Killers episode

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

Episode 7

Why do businesses call themselves superheroes?

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

Episode 8

Cliché Killers explains why brands miss the target with pointless cliché

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

Episode 9

Cliché Killers: Jigsaw has no place in the digital world

The Drum has launched episode 11 of a 12-part video series, Cliché Killers, produced in partnership with Stein IAS, exploring B2B advertising clichés.

Episode 10

Why ‘tailored services’ offered by companies are no longer relevant - Cliché Killers finale

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

Content created with:

Stein IAS

Stein IAS (www.steinias.com) are the B2B Originals, the first and leading global brand-to-demand agency for B2B enterprises worldwide. Stein IAS drives brand progression and revenue growth through highly original and effective creative ideas combined powered by data, intelligence and disruptive technology. Stein IAS has been named a B2B Agency of the Year by the ANA 10 of the past 13 years––and has won the WARC Effectiveness Award (Gold) for B2B the past two.

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