The two teams had to put together a 4-page magazine advertorial for LifeLock (identity protection service).
The men put together what looked to be a long-form sales copy advertorial. Less graphics, more sales copy.
The women, on the other hand, were very light on copy, but heavy on graphics/imagery.
LifeLocks head marketing guy told the men flat out that their ad was worse because it...
"Had too many words!"
LifeLock marketing guy went on to say stuff like...
"No one will read this..."
"I bet only 1 out of the 100 people will read all this..."
"Should have written far less and used more imagery..."
I was floored and mad.
First off, if 1 out of 100 people did read it.. isn't that a home-run!?!?!
Now I don't know how good the copywriting was for their piece, but it sure offered a lot more information than the women's.
Did anyone else see this?
I wish I could have jumped into the boardroom and asked the LifeLock Marketing guy if he ever heard of copywriting or David Ogilvy or anything else related to tested advertising methods.
I am really interested to hear anyone's thoughts about last night's show...