Time for another look at award winning radio commercials — spotlighting the good and the bad.
This one was a finalist in the 2009 Radio Mercury Awards.
The big message is “High speed Internet with PowerBoost.”
Everything the listener pictures represents something a high speed Internet connection delivers. Not as “features” but as parts of your life life.
If this is part of a mass media campaign that allows them to deliver a more specific message and Call To Action elsewhere, I like it.
(As a standalone campaign, it doesn’t give a specific Call To Action, nor does it give a reason to act. But I doubt this was a standalone campaign.)
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I didn’t think it was possible for Comcast to do a decent radio spot. You’re right, it has a very weak call to action. Unfortunately since most of their other spots are absolutely worthless they really need something stronger here. But overall it’s not bad.
It’s simple. It’s catchy. It doesn’t fry your ears. With repetition it could stick in your head with pleasure and it very effectively uses a progressive music piece to keep you going. I played it 3 times while I was paying attention. It could also work well for a tv commercial. I’m not familiar with the history of Comcast’s commercials, but this production is a great brand builder. Good ad.