Overused Ad Gimmick Number Two

May 30, 8:54 AMBaltimore Ad ExaminerChris Catalano

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You love us, right?

I'm going to let you in on a little secret. MARYLAND LOVES CRABS! Seriously.

Moving forward with my list of overused ad gimmicks, there is not a more obvious choice when it comes to advertising centralized in Maryland. Not a day goes by where we don't see or hear some type of crab reference in advertising. I get it... the state of Maryland is known for their love for crabs. But we already know this. Yet, so many companies feel the need to inform us of this.

Larger companies such as Provident Bank think they are touching the local audience by sharing their knowledge of this fact. But just like anything else that is overused, it gets old. Maryland is known for plenty of other things, but some people aren't aware of them. Sure, its relevant for tourism, but not a bank.  And there comes a point where taking the easy way out (in this case, in the form of a crustacean) does nothing but hinder the effectiveness and differentiation of your ad.

Using crabs as your big idea in Maryland is the equivalent of using the gold rush in San Francisco. In that sense, maybe we should change the Ravens' name to the Crabs. I know I wouldn't want to be hit by crabs. That would be uncomfortable.

Chris can be reached via e-mail at chris.d.catalano@gmail.com.