This week we are giving out the First Official Verse Group Award of Near-Excellence in Online Marketing to www.2011Mediocrity.com
Yes, that’s right, 2011mediocrity.com! A most excellent website which just may perhaps be the most inspiring site I’ve seen since last week. It’s comfortable beige, clean and uncluttered with strange ideas.
Home of Mediocrity
What I found mostly inspiring is the mission statement. It’s a keeper, with phrases like, “…mission is to manufacture the most…” “Our company is extremely dedicated and passionate about…” and “each and every day, we strive for…”
Mediocrity on a Mission
So imagine, just imagine, how disappointing I was to learn that Mediocrity isn’t a real company. Imagine what is is like to feel all of the inspiration slip right out of the room. That is how I felt when I learned that Subaru is Mediocrity.
Okay, okay, it’s not so hard to put it all together that this brilliantly executed piece by Subaru and their agency is meant to convince me that Subaru is the solution to the same-old, same-old copycar cars on the road. Such attention to detail in a mock campaign is a work of obsessiveness, people who are compulsively driven to bring an idea to lifelessness.
I applaud their (Subaru Mediocrity) risk-taking. Their brand has been on a strong updraft lately. In the face of success they are not afraid to try new things in their marketing.
Will it play out well for them in the marketplace?
At the end of the day I strongly suspect that they would be better served by dedicating their resources to positive aspects of Subaru rather than for such an elaborate hoax to tweak other car companies. It strikes me as a case of looking over your shoulders at the competition when you should be concentrating on the road ahead. All too often marketing trips and takes a pratfall with campaigns like this. I’ve seen it happen where one company’s marketing team is so intently focussed on their competitor’s marketing moves that they launch an ad just to tweak the other brand. It’s almost impossible to resist when you are on the receiving end, so you encourage your agency to retaliate with an ad or two. Soon the two companies begin to focus their creative energies on ads directed at their competitor. Thus they begin a hermetic duet, dancing with each other and ignoring the consumer. The Dance of Differentiation. Perhaps this is just another one of those flawed-in-conception-and-brilliant-in-execution ideas.
I had a good a laugh and fun. And so, applause for the First Official Verse Group Award of Near-Excellence to Mediocrity!
This handsome, one-of-a-kind award, is personally signed and suitable for framing. It will be presented at an impromptu awards ceremony held at the bar in Grammercy Tavern as soon as the winner contacts us.