Connect with us

Hi, what are you looking for?

The American GeniusThe American Genius

Business Marketing

Sometimes clever marketing isn’t clever, it can be a laughing stock

Sometimes clever marketing flops, even if you’re a big brand with a big budget – here’s how Accenture’s attempt at cleverness flopped.



Sometimes clever isn’t clever

We all know that marketing that makes someone think or laugh is far more memorable than standard branding. Giving people a reason to interact with or remember your brand can go much further, but every now and then, even large companies can attempt humor and fail.

In fact, sometimes when a brand tries to be clever, it becomes hilarious. But not because the ad is funny, but because of the unintended consequences. has highlighted an Accenture ad in the Dallas-Fort Worth International Airport, as seen above. This airport is one of the top five busiest airports in the nation, and it appears that they are extremely concerned with saving BI LIONS.

BI LIONS? Obviously, people are laughing because the clever element tiles from the periodic table appears to say BIsexual LIONS since there is no “L” element to make it say “BILLIONS.”

Advertisement. Scroll to continue reading.

Is it an oops? Was someone on the marketing team stubborn and hoping people would read quickly and gloss over it, or is this evil genius to get smart alecs like us to feature their ad and talk about it in front of millions of people?

Should you be clever?

Although we don’t believe this to be an attempt at humor, rather an attempt at being clever (a failed attempt, in our opinion), it is eye catching, if for no other reason than it makes you stop and question whether you, the passerby can’t read well, or if they can’t spell well.

If you want to be clever, don’t give people an opportunity to make fun of you – go ahead and be outright clever, perhaps even humorous. After all, it is a tactic used by brands of all sizes to be more memorable. But in this case, someone stuck to their guns and shouldn’t have – this is actually pretty hilarious.

Advertisement. Scroll to continue reading.

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

Click to comment

Leave a Reply

Your email address will not be published.

American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.



Business Marketing

Marketers, we know it would be easier for your data analytics to be gathered in one place. Well boy, we have a tool for...

Business Marketing

Men are hard enough to buy gifts for, but the male audience can also be hard to target in marketing. Here's our best tips...

Business Marketing

Without a brick-and-mortar store, building rapport and customer loyalty can be a challenge, but you can still build customer loyalty online.

Business Marketing

That amazing zeitgeist of organic content and sharing leading to marketing or sales hits that companies never dreamed of has met its match with...

The American Genius is a strong news voice in the entrepreneur and tech world, offering meaningful, concise insight into emerging technologies, the digital economy, best practices, and a shifting business culture. We refuse to publish fluff, and our readers rely on us for inspiring action. Copyright © 2005-2022, The American Genius, LLC.