Advertising is to brands what a grandmother is to her grandchildren: an exalter of their best qualities and virtues. However, there are more and more advertising campaigns that bet on the opposite and focus on highlighting the company’s own shortcomings. One of the last to do so has been Telepizza.
The brand points out that, according to data from the consulting firm Kantar, consumers highlight that the quality of their pizzas is 40% higher than those of the competition and that their products are 57% tastier than those of other brands. But this recognition collides with the low grade it obtains in internal studies on its communication, where it barely exceeds six when it comes to assessing the connection of its consumers with its ads.
In his last campaign, We are very good , he laughs about it. “We are very good, but when we talk, we screw it up,” suggests the ad, which has former reality TV contestant Iván González as the main character, making mistakes every time he announces something on the spot.
The company’s recently hired marketing director, Jesús Cubero, assures that the announcement is part of the “global brand transformation” that Telepizza is going to undertake. “We are not afraid to take risks, innovation is in our DNA and it includes daring to launch this type of campaign with humor, self-criticism and, as the youngest say, trolling ourselves,” he emphasizes.
This ironic resource in which the brand laughs at itself is one of the advertising trends of brand hacking , which is increasingly used to connect with the public, especially the youngest. The Deusto Business School collaborating professor and leadership expert, Jon Segovia, considers it a way to differentiate itself with little investment but a lot of prior analysis . “They invest more in racking their brains, in having a good idea, and then invest less and make it more viral, more from word of mouth,” he explains.
Precisely flaunting this low investment is one of the slogans behind one of the advertisements that the Pompeii footwear brand carried out with the Putos Modernos studio, where it made fun of its success among the “posh”. The Instagram post that echoed the campaign has reached more than 52,000 likes on Instagram between Pompeii’s profile and the study, thus demonstrating the success of this type of viral campaign.
For the specialist in brand culture and innovation, Quico Vidal, this type of message “what they demand is intelligence” . In addition, it suggests that the important thing is to find a suitable moment to carry out this type of initiative, and the post-pandemic is one of them. “At this moment the vision of a deeper, more intense emotion coexists with a desire for total frivolity,” he acknowledges.
Segovia insists that, in principle, it is a type of advertising designed for a young audience, but aimed at an audience with a sense of humor in general. “Laughing at yourself is very attractive because it turns you into someone much more human and close,” he says. These messages, he says, bring four benefits to the brand: removing barriers, creating connection through empathy, attracting and holding attention from a positive perspective, and softening negative messages.
The point is to turn a weakness into a strength. Of course, taking into account that weakness should never be related to the product itself, but to some accessory characteristic. Communication, for example.