I was at the airport this weekend and saw the Accenture ad that I’ve posted here. If you’re reading a no-image format, it’s an elephant on a surfboard with the headline “Who says you can’t be big and nimble?”
Now, Accenture’s consulting capabilities might be nimble, but what about their advertising? They were in a tricky spot this winter, because of the many years they’ve had Tiger Woods front and center in all of their advertising. Once we all learned about Tiger’s shenanigans, Accenture had no choice but to come up with a new campaign sans Tiger.
But I have a few questions. Did they intentionally stick with the animal theme because they had used a “tiger” for so long? Are they telling the audience that Accenture is nimble for reacting so swiftly over this Tiger situation, or is this specifically a discussion about what they can do for Joe the Business Traveler’s company? Is “nimble” really just a code-worded way of saying “we don’t think in interesting –let alone groundbreaking- ways, which is why you’re looking at an elephant on a surfboard?”
I imagine Accenture got plenty of positive feedback on the old Tiger Woods campaign. I don’t think an elephant hanging ten will get the same result?
Oh well, I guess this would’ve been a lot worse if they had used this “big and nimble” headline with a Tiger Woods visual.
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