Posts Tagged ‘Experience’

It’s good to be the king…

June 12, 2013

When you’re the king, you don’t have to worry about the competition and go negative.

When you’re the king, you can talk about experience not features.

When you’re the king, you can make ads like this one from Apple:

I find the ad a little too on the nose for me (it’s giving me  a little too much 4 instead of 2+2, especially in the open). This is one of those odd ads that’s both on-message and on-emotion, but still somehow misses the mark for me. I love that they don’t talk about features or innovations, I love that they don’t throw a bunch of numbers, I love the scene with the couple on the bridge laughing and taking a picture. A good brand is about the experience of the person using it, all those other things either add to the experience or don’t, Apple totally gets that.

So why don’t I particularly like this ad or rather, why do I think this ad isn’t working as well as the sum of its parts?

Back to my first point they’re giving us 4, when they should be giving us 2+2. as my friend said, the ad is trying a little too hard. I love the concept and feel of the ad, but I think the copy isn’t as good as they think it is. Because the copy is framing all those other elements, the ad can’t quite rise above it. I find the ad interesting, but not sure it’s good, somehow it doesn’t add up to the sum of it’s parts.

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Dueling ads, West Virginia Style

April 12, 2011

Guess we got a race for Governor going on in West Virginia. We have a singing candidate, a candidate comparing his dog to being governor, and a guy who goes by “Big,” as in Big John Perdue.

When I write these dueling ad posts, I usually try to take them on one at a time and juxtapose the ads against each other. In this case, that approach didn’t feel right, these ads were crying to be lumped together. For whatever reason, I feel like all three of these ads are just trying way to hard.  It’s like they’re all crying out to be noticed. Look, I get it there’s tremendous pressure these days to stand out from the crowd, but standing out and standing out in the right way are two different things.

In my last post I reviewed an ad that stood out in the right way, in a way that drove a message, and was interesting to watch. Watching the Maloney spot, it starts with this line:

“Reliable… For 13 years…,” yes I’m with you, this is interesting…,”Holly’s trip with the morning newspaper has been as reliable as the morning dawn.” Stunned silence…,cue foghorn,  am I supposed to vote for the dog?  The flat delivery doesn’t help the flat gimmick gain any traction. I guess you may take away the guy is boring and reliable, but at least embrace the boring part, and the reliable part, well they deliver the message, but is it credible? After watching the spot, it’s more credible to say Holly is reliable than her master.

Rick Thompson appears to be singing in his spot. I like the story telling, but not sure the staged scenes are helping.  Again, they feel a little too desperate, like the story wasn’t enough so they had to tell you, instead of showing. The shots at the end transitioning from the actors of him and his grandfather to him and his son that works, but the other shots are a little too on the nose, a little too literal. It would have been better to use snippets of those shots, a closeup of the hand on an old phone, a kid stacking wood. The problem with the shots here is that they don’t convey experience (the emotional experience of what Rick was feeling or the mood they want), they’re like exposition — which always sucks.

Then there’s Big John Perdue.  It’s like if they say the word “Big” enough, we’ll like the spot (with the over done voice over). I assume he’s been called “Big John Perdue” before this spot? (Gosh I certainly hope so.) Again they are trying really hard, but it just doesn’t work. They should have gone all the way with the big John Perdue theme, imagine if they had done something similar to the Jake Zimmerman style here? Slightly tongue in cheek, yes (as it should if you’re gonna call your candidate Big John Perdue in an ad), but I think the hyper reality would have brought out the truth they were trying to convey. Instead, I feel the effort, but I have the same issues as with the other ads, is this credible? Who is this guy? Why should I care.

Sigh.  Who else is running for West Virginia Governor? Because after watching these ads, my vote goes to the dog.

 


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