Increasingly I find straplines irrelevant. The world of [visual pun + punchline = ta da!] seems a million miles away from where branding is heading at the moment.
However, there's a small sub category of branding where a pun or a strapline always makes me smile. Like this.
That's good isn't? Funny and relevant. Even without being funny it's true. It won't win a Black Pencil and it won't win any Lions, but it made me smile.
More importantly it made me ring my Dad and tell him. My Dad doesn't work in anything to do with advertising or marketing or anything like that. And he never has. But it made him smile, laugh even. In fact if he saw a line like this he would probably ring me, and I would laugh.
And then there's this.
Which is for a cement / paving sort of company. It's good isn't it? Makes you smile. My Dad loved this one even more.
Turns out this is a very common strapline for cement / paving companies, but it's still good.
There are two points here. Number 1, straplines / overtly punny communictions still have a role to play. Maybe not for the launch of the next Ubi Webby Cola, but for the everyday 'backbone of Britain' firms. In fact, for people who still call themselves firms.
Number 2, if you can create stuff that makes your parents pick up the phone, that's a good thing. I've always thought this. Alan Fletcher understood this and John Webster understood this. And as the world gets older and older, maybe the consumer is no longer your wife - the consumer is your parents.