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 three, Dynamic Team, explores the cliché of images of ‘an uncommonly attractive group of people - with a beautiful balance of gender, age and colour - collaborating effectively and happily in a pristine office environment’.

Such a scene that Cliché Killers star web psychologist Nathalie Nahai points out is a “utopia that never actually exists in real life.”

Cliché Killers, which will run over summer 2016, features a cast of ad industry leaders discussing and dismissing 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 genesis and common usage today, range from the magnet to the handshake and, in episode two, the Dynamic Team.

The tired cliché of the Dynamic Team is roundly ridiculed in episode three.

“I’ll bet the companies who put this kind of thing out are the companies who have posters of sunsets on the wall with the word ‘motivation’ on them,” says Tom Stein. “And these dog-eared posters are ritually ignored by grey-faced people staring dejectedly at the floor."

You can watch the other episodes in the series here.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.