Some things just make no sense.

With all the panic behind COVID, you’d think that the people trying to sell the vaccine would have a really easy job and that it would be impossible to mess up on selling such low hanging fruit.

Well, you thought wrong.

Exhibit A: This music video, titled “Pfizer Girl” (Barbie Girl Parody)

Now, I don’t know the intentions of the folks who made this video.

Are these businesspeople who are trying to create content that they hope will get them a lot of clicks and therefore an increase in revenue?

Or are they political activists trying to push a specific agenda?

I’m going to put on my Sherlock hat and Inspector Gadget pants and suspect that it might be a mix of both, with the truth sliding a little closer to option two.

The evidence: their entire YouTube play list!

If you glance at the YouTube videos produced by the, uhm, “Pfizer Girl,” you’ll see music videos titles like:

“Docta Docta Fauci-Lady Gaga Parody”

“Fauci Glow Up”

“I’m Loving CUOMO”

Boy did these age badly…

They even have a video titled “Ruth Bader Ginsburg-Destiny’s Child Parody.”

Now don’t get me wrong.

Pfizer Girl has every right to be an activist.

She has every right to shill for an experimental [REDACTED BY THE MOST HOLY INQUISITION OF SCIENCE] totally safe, awesome, and delicious vaccine.

You do you, boo!

But I also have every right-no, a duty, goshdarnit!-to illustrate why her advertising sucks so much:

As of this writing, the Pfizer Girl video has 497 likes on YouTube… and 2,800 thumbs down.

Here are some raving reviews from audience members:

“You have convinced me not to get vaccinated. Thank you.”

“The like to dislike ratio [of this video] is the only thing that gives me hope.”

“This is the sort of thing that a focus group of humorless government bureaucrats would develop and actually believe they created an effective new meme. You know, one that ‘appeals to the kidz.'”

As a practitioner of the marketing arts, I see past the cringe and into the deeper problem.

Clearly, Pfizer girl has a market she is trying to reach.

And despite the sheer “cringe factor” of the content she is producing, I’d actually go so far as to say that she has some talent.

Her problem is not being able to use creativity in a way that resonates with her target market.

Here is the issue with the Pfizer Girl’s approach: she’s clearly pro-vaccine and pro whatever the government is trying to do.

However, the creative choices she is making are not congruent with the message she’s trying to send.

What I mean is that, if her purpose is to make fun of or highlight skepticism of the government’s approach to COVID, then these music videos are perfect.

But she’s not doing that.

She is genuinely trying to get people who are on the fence regarding the COVID vaccine to be fully supportive.

It is the lack of congruency between her business (if we can call it that) and the creative choices that she’s making that are producing the cringe.

The upshot: Pfizer Girl’s lack of competence within the field of creative development is causing people to not just be ambivalent about her message-but downright scornful.

There is a better way to do creative development so that you are producing content products and services that people are actually willing to pay money for.

My book shows business owners and entrepreneurs the exact steps for using creativity to make lots of money.

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