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 five, The Magnet, explores the endless use of images of magnets to represent attraction in B2B advertising.

Cliché Killers, which runs over summer 2016, features 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 usage today, range from the stopwatch to the handshake and, in episode five, the magnet.

Ridiculing the use of the tired cliché to represent beneficial attraction in business, Dixon Carphone’s Kesah Trowell said, “As far as I can remember, magnets only attract ferrous metal, not gold or silver or anything of value!”

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.

You can watch the other episodes in th Cliché Killers series here.

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