Someday, they’ll be done with that campaign

The current Wells Fargo “Someday” advertising campaign really gets on my nerves. If you’re not familiar with it, the campaign features a variety of people holding up signs that say “Someday I’ll “. The blanks include things like adding an extra bathroom to the house, taking a trip, engaging in online trading, etc. The response in the advertisement is of course that you don’t have to wait for someday, you can do it today with one of Wells Fargo’s products.

I can’t wait for them to be done with that campaign.

I get irritated every time I see one of the ads. Maybe it’s just me, but I think it promotes a feeling of wistfulness, followed by urging the readers toward taking action now. While the suggested actions often seem reasonable (invest in your future while you work hard now, trade without fees, be prepared) the FEELING from the ads is different. Especially in today’s “why wait?” world, I wonder how many people will see one of those ads and think “huh, I’ve always wanted to take a trip to Australia, why should I wait any longer when I can just borrow the money now and go?”.