4 ms·
> In the ad, SoFi vows to propel its members to “greatness,” but says not everyone fits the bill. “Find out if you’re great at SoFi.com,” the voiceover reads. “
by yid 11y ago
> In the ad, SoFi vows to propel its members to “greatness,” but says not everyone fits the bill. “Find out if you’re great at SoFi.com,” the voiceover reads. “You’re probably not.”
If there's one thing the majority of people watching the superbowl love, it's condescension from a corporation.
- ntumlin 11y agoIt's like negging. How lovely.
- skewart 11y agoThe only way for this to work for them is if the ad is controversial enough that people talk about it online after the game. Being incredibly condescending might work. It's definitely an obnoxious strategy, and it's kind of sad to see. Unfortunately that doesn't mean it won't be effective. After all, we're talking about them here.
- dclowd9901 11y agoEh, If there's one thing I've learned about people, it's that nobody thinks they're not great. The ad is a challenge and it'll be very successful at driving traffic to their site.
- teekert 11y agoIf your're not, you're not the target, if your are, you'll feel all the better about it.
- ACow_Adonis 11y agoEither I live in a world where a startup is being stupid and flagrantly spending millions on an ad during superbowl, or they'll be a raging success....by spending millions airing ads which appear to insult their potential customers and pandering to base exclusivism... Its like a social desirability Catch 22...either way, we lose.
- jdietrich 11y agoExclusivity is a common marketing strategy. The US Marines or the British Parachute Regiment heavily promote their status as an elite corps. Advertising for theme parks and even toys often uses the "Are you tough enough?" trope. The Hermes Birkin bag has become one of the most sought-after items in fashion, precisely because Hermes won't sell them to the 'wrong' sort of people. http://www.npr.org/sections/money/2015/12/25/460870534/episode-672-bagging-a-birkin http://www.npr.org/sections/money/2015/12/25/460870534/episo...
- PhantomGremlin 11y agooften uses the "Are you tough enough?" trope But there's a world of difference between "are you tough enough?" and "you're probably not tough enough". I agree with the GP poster, condescension won't play well.