Wednesday, July 3, 2013

Dude, Richmond Law is Genius

If you haven't seen the "Dude, Richmond" ad, you need to check it out right now. This is, perhaps, the greatest piece of advertising this side of Where's the Beef?. Using a smartphone and mock Gen Y-speak, they've found an ideal way to communicate Richmond's kick-ass, unbelievable numbers in an entirely believable format. I mean, no one believes that the hucksters in the Brooks Brothers suits actually believe what they're saying. But these doofuses? They actually believe this shit like front-row singers at a hand-clapping gospel revival.

But don't take my word for it. Look at the WSJ:

Yes, the conversation is preposterous, like an alien imitating shorthand text slang. But in a catchy way, it sells the school with compelling data points. Applicants are up. It’s getting more selective. And its graduates are finding jobs. That may be a silly way to make the point, but Richmond drives it home. In that sense, all the attention it’s getting is a good thing.

Right! Everyone's talking about how ridiculous the advertisement is, they're completely glossing over the fact that the statistics are as reliable as a Daewoo.

See, back in the good ol' days of 2007, law schools could be straight with their bullshit. 97% employed? Six-figure cushy jobs? Our grads have 'em! Now, you have to be more clever with your bullshit. You have to frame it in contexts and come up with ridiculous delivery devices to get the bogusness through to the hapless 0Ls who think they can do better than their bartending gig.

So, yeah, go ahead and talk about how stupid the ad is. That's the point, you. See you at Richmond!

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