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By Ayesha Salim | Content Lead

November 15, 2016 | 2 min read

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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.

Episode 12, Tapemeasure, looks at the ridiculous way companies try to make their services appear especially "tailored" for the customer - as if it's something we should be grateful for.

“The idea behind this one as the name suggests is that companies offer you a tailored service, one that is made to measure for your business,” says web psychologist Nathalie Nahai. “It covers everything you need and nothing is wasted. Because nothing screams bespoke like a tired, worn-out, one-size fits all cliché.”

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, range from the piggybank to the lightbulb and, in episode 12, the tapemeasure.

Stein IAS chief executive Tom Stein thinks the idea belongs in a charity shop: “The point of this one is that a company is creating tailored solutions for its clients. But they do it with an idea as thin as this?”

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

You can watch the entire series here.

Advertising Cliché Killers Digital Advertising

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 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.

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