It’s a slight change, but it makes a world of dif­fer­ence, doesn’t it?

The photo comes cour­tesy of a rather clever ad cam­paign for The Cape Times – some­thing I was turned onto by the always-wonderful No Cap­tion Needed blog. The intent was to make us see these iconic pho­tos with new eyes, allow­ing the idea of a self-taken-phone-camera-pic to shake up a clas­sic. And it worked.

But it also trans­for­rmed the pho­tos into some­thing creepy, espe­cially this one.

It’s one thing to look on as the ecstasy of vic­tory so over­comes a sailor’s sen­si­bil­i­ties that he kisses a stranger in the street; it’s entirely another when the sailor still has the self-awareness to phone-pic him­self dur­ing his sup­posed blissed-out moment.

Some­times, it’s just a whole lot bet­ter when some­one else is con­trol­ling the cam­era and the spot­light. In fact, not just some­times, but often.

Trans­lat­ing this to adver­tis­ing and marketing:

  • When oth­ers sing your praises, it comes off as cred­i­ble and gen­uine; when you sing your praises, you come off as a wanna be Don­ald Trump
  • When reviews praise an item to the sky, we believe it; when prod­uct copy does so, we read it with a large grain of salt
  • When you tell me how great some­one else is, you come off as pas­sion­ate; when you tell me how great you are, you come off as arrogant

Well.. you get the pic­ture. Why not let some­one else hold the cam­era.  Or, if you’ve got the cam­era, why not point it at some­thing other than yourself?

Comments

  1. Jan Schumacher on 01.11.2013

    Good post, but the mis­spelling of “creepi­ness” was hard to get past to even read it!

  2. Jeff on 01.11.2013

    Doh! Fixed & thanks.

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