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By Justin Pearse | Managing Director, The Drum Works

August 9, 2016 | 2 min read

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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.

Advertising Creativity Video Article (Drum Original Videos Only)

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 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.

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