Missing the target is Risky Business

The first rule of advertising is... you do not use metaphors your target audience won't understand. (Well, at least it's in the top 5.)

So with that rule in mind, let's consider the latest campaign for "Guitar Hero," featuring a slew of pop culture icons playing air instruments in their skivvies – a la "Risky Business." Our random sampling shows that 10 out of 10 teenagers have no idea why Michael Phelps in his underwear is relevant to a video game.

Which brings us to another important rule of advertising. When you miss what you're aiming for, it always leaves a mark.