Commercials that make you say "WTF...?"
Los Angeles CA - October 9, 2009 - -
The number one consideration, when developing an advertising vehicle, should be the needs of the client's business. They give you their money, and they should have a reasonable expectation that their commerce will increase, or at the very least, remain the same. Just as reasonably, they should expect that the prospective customers (the television viewers or radio listeners) should be able to understand the message the commercial is trying to communicate.
So why is it, when my wife and I are watching TV, we find ourselves looking at each other quizzically as a commercial concludes, and wonder what any of that had to do with anything at all, much less the sponsor's product or service?
The simple answer: the advertiser was conned. Someone was able to convince them that an ineffective commercial or campaign was...what? An artistic triumph, perhaps? Brilliant humor? The hip thing to do?
Nope. It is just a waste of money to focus advertising so narrowly that it excludes everyone (a) that doesn't have your taste in music (b) that laughs at your humor but doesn't remember your name, or (c) identifies with a character in the commercial, but doesn't see your business as an answer or solution.
If you're in business and contract for advertising in radio and TV, I humbly suggest you keep your commercials free of negative statements and insults, and, please, don't portray your customers as idiots that need to saved by your service. If nothing else, it's bad, bad karma.
You might also consider keeping the volume within reasonable limits. A lot of us out here would really appreciate that one.
Next: Here come da judge(ment)
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