As a Copywriter, I think it is my duty to comment on the latest adverts from Dixons. I adore them. By openly acknowledging Dixons as ‘The last place you want to go’ in the strapline, it cleverly echoes consumers’ perceptions. As the meaning of the ad sinks in, you first feel guilty for your negative attitude toward the brand, then admiration, for such honesty is a brave and bold move. Lastly you smile at their astuteness, realising the value of the store has once again been highlighted in your mind.
It is always refreshing to see a brand that completely understands the way they are perceived by the public. Dixons know this, and are cunning enough to play toward it. Sometimes honesty really is the best policy.
