Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
We ignore them.
Sometimes, we tolerate them.
Occasionally, we'll even chuckle at their absurdity.
No, I'm not talking about your average meeting with a marketing executive.
I'm referring specifically to the marketing messages for which they're responsible.
Few get through in any pleasant manner. Rare is one that persuades.
Yet I've just seen a new ad from vast French grocery and retail chain Monoprix that not only exuded intrigue and charm, but also has such a satisfying ending.
Even though it featured the worst song in the world. The absolute worst.
I couldn't help but smile, even though it was before 8 in the morning and last night ended long past 8 in the evening.
Please take a look and see what you think.
The joys of this little oeuvre are, for me, several.
The worst song in the world really is bad, but bad in the sort of way in which you know that secretly you'll be humming it for days.
Truly bad songs are deemed bad not because they're discordant, but because they appeal to a sad, base instinct within ourselves, one that we thought we'd successfully buried.
Here, though, I'd like to ask one question: Did you guess the ending?
I didn't. And when it was revealed, I found it perfectly, um, disarming. (Apologies.)
What a perfect way to put across a product benefit -- and not a unique one for long, surely -- in a way that is memorable and uplifting.
In fact, this is the rare ad that I actually wanted to watch again.
How many of those have you seen in, oh, the last 10 years?
I therefore have to hand it to the people who created this and thank them for encouraging me to chant "This is the worst song in the world" over and over again all morning.
My girlfriend may not be so grateful.