Striking a Chord

For an agency that doesn’t care much for “killer” creative, we still have to recognize that sometimes a message just strikes a chord in people. The question, though, is all buzz good buzz? Or is “creative” in the eye of the beholder?

A Chicago law firm specializing in handling divorce cases has gained national attention for a billboard that simply states “Life is Short. Get a Divorce.” Well, it also includes pictures of a guy whose six-pack abs and a woman whose chest are rather, shall we say, impressive?

Take look for yourself.

As a man who has been married for 30 years, but once divorced before that, it’s hard to say what I think of the billboard. I’m totally in favor of spending your life with the right person. On the other hand, it took me two tries to find her. Am I offended by the billboard? Not really, although I can see where some people would be. I’d like to say that I’m offended, but can’t deny that it really caught my attention. Will I run out and get a divorce? No way!

I think the law firm missed a chance here. Rather than express outrage that the billboard was removed (over a permit issue), they could have stressed that it did exactly what they wanted it to do … generate buzz. The question remains, though, did it generate business? Buzz without business is rarely worth the money.

Your thoughts, readers? Would love to hear from you.

Johnson Direct LLC


The comments expressed are those of the author and do not necessarily reflect the official opinions of Johnson Direct, LLC.


About johnsondirect

A prominent measurable marketing strategist and nationally recognized thought leader, Grant serves as president and chief marketing officer for Johnson Direct, a measurable marketing communications and direct branding™ counseling firm that employs multi-channel marketing strategies that are testable and accountable. He is also a sought-after public speaker, marketing trainer, award-winning author, copywriter, and consultant.
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