The call to action must die. And we, fellow ad people, must kill it.

How many times have you presented an ad to an account person, creative director or client and been met with phrases similar to these:

“I like it, but it needs a stronger call to action.”

“Where’s the call to action?”

“Do you think that new girl in media digs me? ”˜Cause I’m pretty sure she digs me. Seriously.”

You’ve undoubtedly stumbled away from these encounters asking yourself why your noble little ad needs a call to action. And why are you surrounded by pervs. I can only answer the former:

Your ad does not need a call to action.

Few ads, in fact, need any semblance of a call to action. And the reason is simple: it’s an ad. People know what ads are. People know why advertisers advertise. No one is confused by an advertiser’s motives. An advertiser (gasp!) wants you to buy the product or service they’re advertising. Cray. Zee.

But too many people within our industry refuse to believe this. They insist on telling people to buy now, call today and hurry in soon even though they’ll be here years from now. [Note: I’m not talking about time-sensitive ads for sales and limited-time offers (LTOs for the wonks). If the Baby Back Barbecue Chipotle Carne Asada Fajita Platter for Two is taking a breather after next week, feel free to let me know. Just don’t be so obnoxious about it.]

Have you seen the current Mercury campaign? How could you not with their bludgeoning media buy? The ads themselves are awful. Ill-conceived, poorly written and featuring an actress who would apparently not be caught dead in a Mountaineer or an acting class. But the topper is the ever-present call to action with which they end every spot. The Mercury Magpie, who has spent the last 23 seconds attempting to convince you that a Milan is as rockin’ an auto as a BMW 3-series, tells you with a straight face that “you gotta put Mercury on your list.”

No. No, I don’t.

Real brands with real products that people really like don’t advertise like this. Their brand is their call to action. Just do it! Think different! Drive the ultimate driving machine! Sound good? Join in!

That’s it. It’s not that complicated. It’s just advertising done well. So go forth and build the brand. The people will know what to do with it.

And the next time someone asks you where the call to action is, tell them they’re looking at it.

Later,

Fox