Humour doesn’t have to be in good taste to be funny. Sometimes it’s funnier if it isn’t. If it’s handled carefully. When done well a shocking suggestion can be really memorable – but if it alienates part of your audience they’ll remember it for the wrong reason. Don’t minimise or belittle people.
Seems obvious. So, sexism? That’s funny right? Nope, you guessed it. Not twenty-five years ago, and not today.
Speaking of which, Chester-based financial advisory firm Outhwaite & Chavda found itself in a bit of bother after an outdated advertisement resurfaced. The ad features an older man with his arm around a much younger woman, and has the phrase, “my pension just got bigger.” I’m not going to explain it any further, see the picture for yourself.
Depending on your point of view this either raises a smile, or an eyebrow. It’s caused some upset. You might think, what were they thinking? What was once meant to be attention-grabbing has instead led to accusations of sexism, and a public relations headache. Was it just supposed to be a bit cheeky?
Speaking of cheek, the ad may have been seen as edgy back in its time, today it’s biting the firm on the ass. Their response, claiming it was created in a different era with different standards, rings hollow. Yes, times change, but those changes don’t absolve you from the consequences of promoting outdated stereotypes.
I like to believe they’ve moved on, so what they should have done is own the mistake, instead of claiming that the controversy over the resurfaced ad is ‘unfortunate’. The real sting in the tail – from a marketing point of voice – is that the ad isn’t just offensive to women, it’s alienating to the very people Outhwaite & Chavda would want to attract as clients. You can read their full response on their website.
Women are on the verge of inheriting a significant portion of wealth in what’s been dubbed the “Great Female Wealth Transfer.” According to recent studies, women will control over $93 trillion by the end of 2025. Financial institutions that fail to understand this shift risk being left behind. It should be clear, but if your brand fails to be attractive to women – or worse, it leans into outdated tropes – your market will shrink, not grow.
You know that all of us at PLOTT share a love of bold branding, and occasionally controversial jokes. Many of us do. But, that’s a far cry from what’s been done here. Maybe it wasn’t obvious twenty-five years ago, but in the era of the internet, past mistakes are permanent. Someone will find it, and share it.
In general, trying too hard to be clever, funny, or outrageous is a mistake. Mores change over time – what once may be acceptable might be offensive today. So it is with this ad.
Balance is key. The best campaigns know how to strike the right tone without crossing the line. Make sure that statements align with the values of your audience, or you’ll have them questioning if they really want to buy from you.
I’m not sure you want them laughing either. That depends on the industry, but for yours, I’d say no. There are other ways to be memorable and relatable. Giving equal weight to the different needs of male and female clients is a good start.
OK, maybe not as ballsy as this ad (which very specifically wasn’t about ‘balls’). But if you’re thinking about a new brand or website that’s fit for 2025, then get in touch. As a female-led financial industry specialist we’re well placed to talk to about the great female wealth transfer. Or about anything that’s on your mind.
So if you’re ready, let’s talk about branding with balls, and what works for your brand. Drop us a line – or if you prefer a chat, use our online booking tool – and we’ll get the ball rolling.
