The Clearing

The Clearing is an award-winning, independant London-based brand consultancy. We're a new breed of brand consultancy firmly grounded in commercial reality and delivering clear defendable territories for brands.

London, United Kingdom
Founded: 2010
More
Skills
Branding/Identity
Design
Brand Consultancies
Internal Communications
brand design
Brand Strategy
Branding Design
Corporate Internal Comms
Design Strategy
Branding

and 13 more

Clients

Ascot
Ocado
Eurostar
McLaren Automotive
Fitness First
breast cancer now
HSBC

Sector Experience

Charity
Financial
Food & Drink
Retail
Travel
B2c
Sport and Leisure
B2B Financial Services
Travel and Leisure
Less

The surprising truth about shocking advertising

19 June 2017 11:40am

It’s clever to shock with your advertising campaign, right? It’s how brands get people talking, stand out, be known for their bravery and fearless attitude. But are there boundaries to ‘disruptive advertising’?

The Clearing’s consultant Oliver Bingham talked to The Drum about how to use surprise – rather than hide behind controversy. He reckons the most absorbing brands are those that are daring enough to live on the edge of their sector:

“It’s important to recognise that the limit is different for every brand, based on the market they operate in and where they’re positioned within it. Move too far away from your heartland, communicate about a subject or in a way that doesn’t instinctively attach itself to what you stand for and the way you see the world, and you’re in trouble. Surprise elicits positive emotional responses. It provokes curiosity, stimulates awareness, takes you somewhere new. It’s a powerful tool for communicating a potentially complicated or ambiguous message, like Equinox’s Commit To Something campaign.”

So, be daring and bend the rules by focusing on topics you know well enough to ridicule, but misuse social media at your peril – a bad tweet spreads faster than the speed of 7G.

Read The Drum’s full article discussing Pizza Hut’s prison faux pas and Oreo’s Super Bowl success, plus examples from Innocent, Moosejaw and Free A Girl.

Tags

advertising
shock advertising
Branding
Strategy
advertising
shock advertising
Branding
Strategy
advertising
shock advertising
Branding
Strategy