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By Justin Pearse | Managing Director, The Drum Works

September 6, 2016 | 2 min read

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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 seven, The Safe, explores the cliché of the safe, used to convey feelings of trust or security.

“Companies use this symbol to make you feel safe, to communicate that they’ll look after what’s important to you,” says web psychologist Nathalie Nahai.”Or that they couldn’t think of a more interesting metaphor.”

Cliché Killers, which will run over summer and autumn 2016, features a cast of ad industry leaders discussing and ridiculing 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 history and usage today, run the gamut from the magnet to the handshake and, in episode seven, The Safe.

The cliché was thoroughly derided by the entire cast.

As Kesah Trowell says: “Good communication should touch you emotionally. The only people interested in a picture of a safe are those people buying a safe.”

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.

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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 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 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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