Cup a Soup slachtoffer van flauwe humor

29 mei 2011

In de nieuwe Cup a Soup-reclame zien we een doorgeschoten groene manager een bedrijf behoorlijk de vernieling in helpen. Dat is geen enkel probleem zolang je er instant soep mee kunt verkopen. Er moet echter worden gevreesd dat dit laatste niet het geval is.

Waarom werkt de Cup a Soup-reclame met de groene manager Frits absoluut niet? Daarvoor zijn meerdere redenen aan te wijzen. Centraal staat de taaie misvatting onder reclamemakers dat humor een goede manier is om de aandacht van de consument te trekken. In werkelijkheid zijn grappig bedoelde spots glad ijs. Er zitten drie grote nadelen aan.
In de eerste plaats is het verrassingselement een belangrijk onderdeel van humor. Dat betekent dat een kijker misschien de eerste drie keer geamuseerd wordt door zo’n spot en het daarna wel gezien heeft. Maar spots zijn duur en de investering loont pas als hij tientallen keren getoond kan worden. Na verloop van tijd kan zo’n spot zelfs ronduit irritant worden.
Het tweede probleem met humor is dat je er enorm de plank mee mis kunt slaan. Humor is net zo’n vakgebied als muziek. Er zijn veel mensen die aardig een liedje kunnen bedenken of zingen, maar er zijn er maar heel weinig die het publiek echt kunnen meevoeren. Voor zowel humor als muziek geldt dat als het niet precies in de roos is het al heel snel gewoon slecht wordt. Er is nauwelijks een grijs gebied.
Het derde probleem met humor in reclame is dat de spot los kan komen te staan van het product. Met andere woorden, de kijker herinnert zich de spot, maar weet absoluut niet meer welk product erbij hoort.

De Cup a Soup-reclame is een spot waarbij het op al deze punten faliekant misgaat. Hij wordt te vaak uitgezonden en irriteert dus snel. De humor is uitermate flauw en het Frits-karakter komt geen moment tot leven. Voorbeelden van spots waarin het op deze twee punten misgaat zijn er legio. Kijk bijvoorbeeld naar de recente Nuon-reclame of de eerdere Cup a Soup-spot met de sneue collega.
Het grootste probleem met deze nieuwe spot is echter dat na een beetje rondvragen bleek dat zo’n beetje iedereen zich de spot wel kon herinneren, maar dat bijna niemand wist dat het reclame voor Cup a Soup betrof. Er werd meestal een beetje gegokt en daarbij kwamen onder meer Nuon en Ohra langs. Zo’n gegeven moet voor iedere adverteerder een nachtmerrie zijn.
Je vraagt je af of ze bij Cup a Soup-producent Unilever geen mensen in dienst hebben die in een vroeg stadium kunnen constateren dat zo’n spotje pure geldverspilling is? Varen ze gewoon blind op de mensen van het reclamebureau?

Verveelt snel, flauwe humor waarmee de platgetreden paden worden bewandeld, weinig momenten waarop het er bij de kijker in wordt gehamerd dat het om Cup a Soup gaat. Daarbij is de klap die Frits aan het slot van de windmolen krijgt zonder meer dodelijk, zeker als je hem niet weer ergens uit de sloot onder het kroos vandaan ziet komen. Luguber.


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