Colonoscopy--the Gift That Keeps on Giving

"Want to give a truly special gift this year for Valentine's Day? Give the gift of a Colonoscopy."

I've just finished creating a Valentine's Day spot for a carpet cleaning service because, I don't know about you, but nothing says romance to me like a clean carpet. Which brings me to my latest rant----

It's time to stop the silliness in copy, trying to force a link for clients who have no direct connection to an event or theme.

That means all the clients who sponsor sporting events who want to use sports tie-in's (i.e., 'it's time to kick off savings', or '....helps you hit a home run.."). It means those who want to tie together a Valentine's Day connection where the really isn't one (ex: heating and air conditioning) like they do to Easter or President's Day. What all that leaves you with, is an ad like this for Mother's Day:

"Hey-- Fred's House of Guns wants to reminds all you pistol packin' mama's that Fred's is taking 30% off all handguns for Mom's special day..."

It's getting silly, it's getting out of hand, and for the listener, it's getting to be a joke. If your client seriously wants to link to a special occasion that doesn't really fit them, do it in subtle, yet effective way. Resist the temptation to use words or alliteration that would be best saved for other types of businesses.

So, if the Colonoscopy Center of the West wants to run a special deal for someone you love on Valentine's Day, emphasize the health aspect of having a test done, as opposed to doing anything involving flowers, Cupid, candies or arrows. If you want your client to be taken seriously, explain to them that they have to act with a little more dignity. Otherwise, just go for the full slapstick effect and hope for the best. And, as always with humor, that can be a crap shoot (please pardon the cheap pun).

So please---- work with your client when it comes to trying to tie their product or service to an event or occasion---especially if you can see that it's a huge stretch to do so. Trying to tie together elements that don't fit will only leave you feeling like those who go through a colonoscopy---if you get my drift.