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By Justin Pearse | Managing Director, The Drum Works

August 23, 2016 | 2 min read

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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 six, The Piggybank, takes a look at one of the most tirelessly used clichés in financial services, the piggybank.

“In ancient Middle English the word pygg was a type of clay used to make household objects,” said web psychologist Nathalie Nahai. “By the 18th century this had evolved into piggybank. So the whole thing is based on a pun, another good reason not to use it in your marketing.”

Cliché Killers, running until autumn 2016, features a cast of ad industry leaders discussing and ridiculing the clichés commonly used in B2B advertising.

The clichés discussed range from the stopwatch to the handshake and, in episode six, the piggybank.

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.

The entire series can be found on the Cliché Killers hub on The Drum.

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 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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