The Four Horsemen of the Dullocalypse
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So, what exactly is causing the ‘dullification’ of advertising?
Written by Diana Ellis-Hill
It is a brilliant phrase, and it has stayed with me since reading System1's insightful white paper, The Extraordinary Cost of Dull.
So, what exactly is causing the ‘dullification’ of advertising?
After exploring the cost of dull, (spoiler alert, it’s expensive!) I wanted to share what the report defines as the four horsemen, because it resonated deeply with me.
1. Performance
There is a trend towards ad spend being allocated to performance-driven channels such as search, digital display, and social media. There is nothing inherently less creative about these channels, but the metrics they are measured against are invariably short-term and transactional.
Performance marketing does not directly aim to build brands or create long-term mental availability; rather, it is focused on capturing the attention of those who are in the market now. The fear is that this short sighted tactic will negatively affect the future growth of a brand.
2. Optimisation
The more channels and media types a brand advertises across, the simpler the assets need to be in order to function effectively across numerous touchpoints.
This explains why so many logos have transitioned from distinctive, colourful fonts to monotone, sans-serif typefaces. Modern brand identities must be adaptable, working at any size, on any screen, in any ad format. The downside? Every visual brand asset is being redesigned to be simpler and more flexible, but at the cost of being less interesting.
3. Averaging
It is not just brand logos that look the same. Designs, colour schemes, tones of voice, and even selfie poses are converging. This is another by-product of optimisation: individuals and brands mimic what appears to work for others, leading to homogenisation.
Nothing looks bad, but nothing stands out either.
4. Procurement
Marketing decisions have long been subject to strict procurement processes, but in today’s climate of relentless budget cuts, creatives are more constrained than ever.
Agencies have less time to take a campaign from good to great, and as a result, dull or repetitive ads are making it through too often. This creates a vicious cycle: weaker campaigns lead to poorer results, which in turn leads to even less investment in creative work.
Playing It Safe Is Riskier Than You Think
The industry’s obsession with short-term performance marketing, over-optimisation, and risk aversion is stifling creativity. But playing it safe is not truly safe. It’s a sure-fire way to blend into the background and burn through the budget with little return.
The solution is simple (though not easy): prioritise bold, emotionally resonant creative. The data is clear, investing in engaging, distinctive advertising is more cost-effective than making up for the losses caused by samey dullness. Brands that take risks and create content that genuinely moves people will see better ROI, without the need for excessive spending.
What examples of brand, distinctive advertising have you seen?