The Trouble With "Borrowed Interest"

I once had a client say this about an ad we were working on:

"It's nothing more than borrowed interest."

At first I was perplexed. After all, this was long before I became host of a mildly popular marketing podcast called The BeanCast. At the time I was a young creative with the over-inflated sense of the self-worth that goes with the territory. The ad was admittedly heavily sensual selling a product that, although not sensual itself, was closely associated with sensual experiences. What was wrong with getting a little "sexy" in the ad? Hindsight teaches us so much, does it not?

There are certain things that motivate us to purchasing behavior. We know that fear, uncertainty and doubt are key drivers. We also know human desires like sexual fulfillment and power drive us to associate with brands that will deliver these things for us. But many brands make a mistake at this point. They are so focused on these motivators that they create ads that speak to the motivation more than they communicates the brand's value. And that's what my client was pointing out. It's one thing to point to the motivating benefit. It's another thing to rely entirely on it.

Sell The Product Too

How often have we seen a commercial and said, "What does that have to do with the product?" I mean what does a crystal ball to the nuts have anything to do with a chip? Hatred of bosses universally attracts and makes viewers laugh. But it's not an ownable scenario. And showing half clothed bathing beauties frolicking by the pool may be every guy's dream, but in and of itself it communicates nothing about the brand.

When we talk about "borrowed interest," what we're saying is that the ad has been created to inspire an emotional response to no lasting effect. Need an example? How about this one from Brazil:


If you are a heterosexual male, you were probably riveted to the above ad. But what has this brand built? What do we know about this beer that no other beer ad could take away with a bigger-breasted woman and a more lascivious situation? The answer is, "Nothing," because the ad fails to connect the human desire for sex with the product.

On the flip side of this equation is the following ad for Michelob Ultra:


In this ad, sexual tension is still the human motivator. But it's used in a way that communicates the primary benefits of the product. This is the beer for fit individuals. It's not just a light beer. It's a beer that sophisticated people can enjoy without ruining their health-conscious lifestyle. And whether we believe this claim, and irregardless of whether we think the ad is a good one, it delivers on an ownable space. This is essentially what the product is about. It's about social drinking that let's you still look good.

Don't Be Owned By Your Ad

The point of all this is to show the difference between using an emotional motivator and creating something that is beholden to that motivator. There's a reason you hire a consultant or an agency. It's because you need insights beyond the obvious. We all know what motivates human behavior. What's less obvious is how to harness this knowledge into workable associations with your brand. And if that's not happening within your current campaign, it's time to look elsewhere for a little help.