Posts Tagged ‘talking points’

You call this negative?

April 15, 2013

For followers of this blog, you know I love it when consumer brands go negative:

1. It tickles me because many traditional advertisers have a holier than thou attitude towards negative advertising,

2. and it’s always interesting to see their takes on negative ads. Some like Apple do it very very well, others like Direct TV and Dish, eh not so much.

Mircosoft is the latest to join the negative ad bandwagon. They have a whole “don’t get scroggled campaign” which generally goes after google for being less than their vaunted “do no evil” policy. The appoach is interesting because previously they tried to show how their search engine Bing was superior. I guess that campaign wasn’t so successful so Microsfot decided they would (horrow) go negative.

So is their negative campaign any better than their positive one (which sucked)?

Wow, you get two ads for the price of one.

Ad One is two real people conversing casually… expect their spouting Bing talking points. These ads work to the extent that the acting and diologue sound authentic and real. This ad fails in that respect… fails pretty miserably. The acting is stiff, but maybe that’s cause the dialogue sounds more like they’re reading from a memo. Seriously Microsoft this is the best you can do?

Ad two is a ponteially interesting concept, having these goofy Internet type people, intereacting with the two actors because they know so much about him. I think the ad would have been better served moving full force with this concept, rather than trying to balance the two concept. It has potential for humor and more critically potential to show the viewer what’s wrong with Google, rather than telling them via awkward talking points.

This is almost a parody of a negative ad, and it’s neither this nor that. Not funny enough to be interesting and not pointed enough to make it’s point with force.  Without this sounding too snarky it feels like a pollster’s ad, all message but poor execution.

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Filming Talking Points

October 16, 2012

Two quick thoughts on this ad from Crossroads:

I think this ad is a complete fail for two reasons:

1. They introduce the King Angus theme at the beginning, but then don’t go anywhere with it? Why waste seven seconds of the spot playing with Angus King’s name, then just let the concept drop.  So instead of a clever concept you have a gimmick that doesn’t push the ad forward at all.

2. My understanding is that King was a pretty popular governor in Maine. I’m not sure how attacking his record as Governor makes anyone change their mind.

If they could have connected the whole King Angus with this record as governor, in other words, connect their frame to the specifics of the ad, maybe they could sell their message. Instead they have a series of talking point masquerading as an ad.

A tale of Two ads (in one)

July 19, 2012

A couple of posts ago, I looked at the Tammy Baldwin ad where she talks about taking care of her grandmother. That ad failed because it forgot about telling a story in favor of relying talking points. The story was really just a MacGuffin, so it rang as inauthentic.

Now we have Mazie Hirono’s ad “Determined.”

So I really loved this ad or should I say the first :30 seconds of this ad. The graphics and pictures are wonderful, and I find her story totally compelling and interesting. Because this ad is a :60 second ad it let her really unwind the story without rushing.

Unfortunately it’s :60 second ad, and they felt compelled to get back to the issues because campaigns are supposed to be about the issues. Look, I know what people tell you they way (to quote Henry Ford, “If I asked people what they wanted, they would have told me they wanted faster horses”), but values are issues, and frankly I learned more about Mazie Hirono from the “soft” first :30 seconds than I did from the “hard” blah blah blah issues back end.

The transition from story to issues was awkward too, she’s telling a pretty personal story about her mother and growing up and suddenly the narrator interrupts (and it felt like interrupting) riffing off the word “determined.”

Look the issues part of the ad isn’t bad, it’s really nicely laid out and designed.  The issues are interesting, and not the same old same old we normally hear, but it’s an entirely different ad. It’s not like a Resses peanut butter cup (hey you got your chocolate in my peanut butter, you got your peanut butter in my chocolate…). Instead of :60, they might have been better off running 2 x :30 a bio/story spot and an issues spot that built off it.

I don’t know if the second part of the ad diffuses the power of the first, but it certainly gets lost in the emotional connection of the first part. Sometimes less is more.


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