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 four, The Handshake, looks at why imagery of this tiresome cliché is still so commonly used in B2B advertising.

“Originally believed to be a gesture of peace, by showing you weren’t concealing any weapons, it then evolved to become a business contract,” said Nathalie Nahai, explaining the history of the cliché. “In some parts of the world it can even make an agreement legally binding.”

“The handshake won’t make peace with me,” said Reuben Webb. “That’s the way to start a war in my agency.”

Cliché Killers, running throughout summer 2016, stars a cast of ad industry figures discussing and dismissing the clichés commonly used in B2B advertising.

The clichés discussed, looking at their history and common use today, range from the stopwatch to the dynamic team and, in episode four, The Handshake.

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

You can watch the other episodes in th Cliché Killers 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.