Cliché Killers: Jigsaw has no place in the digital world

The Drum has launched episode 11 of a 12-part video series, Cliché Killers, produced in partnership with Stein IAS, exploring B2B advertising clichés.

Episode 11, Jigsaw, explores why businesses are so unimaginative when it comes to creating new ideas in their marketing plans, relying on the old-fashioned jigsaw which has no place in the modern digital world.

“Jigsaws became very fashionable for a while but these days we’ve got television, Xbox, smartphones, computers and unless you’re caught in a power-cut, you’re going to have better things to do than a jigsaw,” says web psychologist Nathalie Nahai.

Cliché Killers, running throughout summer 2016, stars a cast of ad industry figures discussing and dismissing the clichés commonly used in B2B advertising. The series discusses their history and use today, ranging from the piggybank to the lightbulb.

Speaking about the over-used cliché, Nishma Robb, Google’s head of marketing, is unsurprised jigsaws never really took off in the digital world. “There’s a very good reason for that: they’re boring," she said.

Reuben Webb, Stein IAS creative director EMEA, goes a step further, calling the jigsaw a “virus” that is “spreading all over the internet”.

“One of these days we’re all going to wake up with it on every single page. We need to evacuate the planet right now and nuke the internet from orbit.”

Cliché Killers stars Nahai; Robb; Kesah Trowell, head of CSR at Dixons Carphone; David Burnand, marketing lead for Northern Europe, Adobe Marketing Cloud; Stein IAS chief executive Tom Stein; and Stein IAS creative director EMEA Reuben Webb.

The Cliché Killers series is based on a book by Stein’s Reuben Webb.