Stock in trade

People sometimes ask me why I don’t like stock photography. I think the best answer is to imagine trying to convince a film director to save money by splicing some old footage into his new movie. It’s not about being precious; it’s just common sense.

Sadly, such logic is often overruled when it comes to stills. I was reminded of the principle this morning at the gym. An ad for ‘Free Friend Friday’ might have been better entitled ‘Relationship Problems?’

If you’ve ever had to crowbar a headline into a vaguely relevant image, you’ll know the sinking feeling. It just ain’t gonna work. Curiously, many well-qualified marketers seem to think an ad is something that looks like one.