Advertising can be an art form; but can also be tasteless and cliché. Trying to avoid clichés in ads, the AICP (Association of Independent Commercial Producers) created a group and website called “Stop Babies and Puppies”.  This group and the AICP are promoting a contest for ads that avoid being clichés and using things (like babies and puppies) that are just ploys to get attention. Their slogan is “make art, not clichés.” The AICP awards those ads that display unique qualities in a number of areas, such as cinematography and visual effects. In 2009, the Coca-Cola “Heist” ad was given an award for visual effects and the Altoids “Promotion” ad won an award for production design.

This group/website is an interesting way to promote advertising that not only captures the audiences’ attention, but also creates something artful and interesting.  According to the AICP press release about “Stop Babies and Puppies”, they are looking to “challenge the advertising and marketing industry to push the creative bar higher.”  Matt Miller, the president and CEO of AICP said, “The goal of the campaign is to push the industry to think before taking the ‘path most traveled’… With the industry standing together and strong we will eradicate clichés in advertising.”

I think the campaign is a great idea.  “Stop Babies and Puppies” is attention grabbing and gets people thinking about what advertisers are putting out there: is this message original?  Does the message stand out, or does it fade into the background of dismissible clichés?

Take that to the next recruiter you approach: how are you going to stand out and not be cliché?  What are the “babies & puppies” for selling yourself to a recruiter?