Mythbuster: The relevance of 'relevance'

Using the example of the 'Dulux dog', this column discusses the importance of relevance in advertising.

Mythbuster: The relevance of 'relevance'

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the mistaken belief in the relevance of 'relevance'

Many years ago, we worked on Dulux. At that time, Dulux ads always featured a shaggy Old English Sheepdog. The dog would appear as a branding device alongside the packshot or during the ads, typically padding through beautiful newly-painted sitting rooms. Back then, Dulux made so many ads that they tested them using a proprietory pre-test. One standard question was: 'Why...

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