First Click: You don’t have to be smart to sell millions of dumb TVs
May 27th, 201526
The tide seems to be turning against Smart TVs. Just look at the uptick in stories saying “you shouldn’t buy one” or begging for sales of a dumb equivalent. Vlad explained the case in detail last year. Still, it’s damn near impossible to find a dumb TV with cutting edge specs. As such, there seems to be growing opportunity for a budget television maker like TCL or Hisense to step in with the right advertising campaign and make a killing. Hell, the tagline practically writes itself:
"Our TVs are dumb because you’re smart"
"They can’t outsmart our dumb TVs"
Diesel won a Grand Prix award at Cannes for its “Be Stupid” campaign back in 2010. The ads played off the idea that it’s better to be stupid than smart. Stupid is daring, it’s fun and spontaneous, it’s the silly thing we do for love. Smart is boring, it’s planning your life instead of living it. Are you paying attention, TV industry? This is marketing gold and I’m giving it to you for free.
Because when it comes to TVs, smart really is stupid, and I’m the type of idiot who’s willing to give someone $2,000 for a 55-inch 4K dumb TV with HDR support and spectacular image quality.
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