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By Ayesha Salim | Content Lead

November 1, 2016 | 2 min read

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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 11, Jigsaw, explores why businesses are so unimaginative when it comes to creating new ideas in their marketing plans, relying on the old-fashioned jigsaw which has no place in the modern digital world.

“Jigsaws became very fashionable for a while but these days we’ve got television, Xbox, smartphones, computers and unless you’re caught in a power-cut, you’re going to have better things to do than a jigsaw,” says web psychologist Nathalie Nahai.

Cliché Killers, running throughout summer 2016, stars a cast of ad industry figures discussing and dismissing the clichés commonly used in B2B advertising. The series discusses their history and use today, ranging from the piggybank to the lightbulb.

Speaking about the over-used cliché, Nishma Robb, Google’s head of marketing, is unsurprised jigsaws never really took off in the digital world. “There’s a very good reason for that: they’re boring," she said.

Reuben Webb, Stein IAS creative director EMEA, goes a step further, calling the jigsaw a “virus” that is “spreading all over the internet”.

“One of these days we’re all going to wake up with it on every single page. We need to evacuate the planet right now and nuke the internet from orbit.”

Cliché Killers stars Nahai; Robb; Kesah Trowell, head of CSR at Dixons Carphone; David Burnand, marketing lead for Northern Europe, Adobe Marketing Cloud; Stein IAS chief executive Tom Stein; and Stein IAS creative director EMEA Reuben Webb.

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

Advertising Cliché Killers 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 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 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 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.

Content created with:

Stein IAS

Stein IAS (www.steinias.com) are the B2B Originals, the first and leading global brand-to-demand agency for B2B enterprises worldwide. Stein IAS drives brand progression and revenue growth through highly original and effective creative ideas combined powered by data, intelligence and disruptive technology. Stein IAS has been named a B2B Agency of the Year by the ANA 10 of the past 13 years––and has won the WARC Effectiveness Award (Gold) for B2B the past two.

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