Did you hear the one about the Bob who stood at the pearly gates and admitted he hadn’t called before he dug? Bob also hits a fine ball on the green and knows the easy way to buy office stationary. Bob’s an expert eco-friendly investor, an authority on long-distance calls, and works part-time as an accountant. Busy guy, our palindrome friend. Or is he an acronym?  

As busy as the copywriter behind all of these radio commercials? Or are you telling me there’s some sort of secret Bob contract that ALL copywriters in every Canadian ad shop have to sign up to? Whatever their intention, by blending the name of every character in every ad, from insurance choices to the right sports brand, into a patchwork Bob, they are distracting from the product or service they are supposed to be promoting. Our Bob brand may have started as a bit of a bet around the coffee pot (highest Bob score in any given commercial break wins), but it appears the tables are turning. A few cases of inverse distraction to pay homage to your regular Bob on the street and what happens? Clients start insisting on hiring the infamous Bob to star in their 30” radio spots. 

Inevitably all the bobbing around is leaving the paying brands high and dry. Whatever will they do next to not make their marque stand out from the crowd?

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