This kind of marketing is a waste of money

​Being 'cute' or 'clever' are usually huge mistakes. Why?
A few years back the NFL did a campaign called 'crucial catch'
and they painted in the endzone. Some ad agency charged
a ton of money to paint those words and no one knew 
what they meant.

It turned out it was a cancer awareness campaign! Sure you 'catch'
cancer and it is 'crucial' but who understood the message? No one
watching was in on the decsion. It only delivered confusion.

The only time you can be clever or cute is if you are also clear.

If you sell lawn sprinklers, don't say 'singin in the rain'
tell them what it is.. reliable sprinkler systems that work every time.
Tell me somthing I am getting and be super clear about it.

It used to work, but now we have thousands of tv channel, radio
stations and podcasts to compete against. Clarity works now.

Source: Donald Miller