Heard on a major Los Angeles radio station.
But I don’t believe the station created the commercial, because when the spot gives a URL I can hear it was edited in — which tells me the advertiser probably is split-testing either this commercial against another…
…or (and this is my guess) this radio station against another radio station. (Each station would air an advertisement featuring a different URL, for trackability.)
It’s a commercial for Taiwan as a vacation destination.
One of the elements it promotes is its “pristine beaches.”
Okay, let’s assume a “pristine beach” would appeal to you.
How would you use that beach?
Would you lie on it? Luxuriate on it? Stroll along it? Build sandcastles? Jog?
How would you use that beach?
I’m pretty sure your answer isn’t, “I’d witness it.”
To quote Truman Capote, “That’s not writing, that’s typing.”
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It is amazing what LITTLE THINGS can do for a commercial…or NOT do for a commercial.
“It’s that time of year again” makes me cringe everytime I hear it! What a waste of time and money! IT IS ALWAYS THAT TIME OF YEAR…no matter what time of year it is!
ON SALE NOW! No kidding??? Your selling it…it had better be on sale! Give me a reason to buy it! Call to action!
I could go on… and I know you have covered these before. Just had to vent…thanks for the opportunity Dan! Love your stuff!
Wow. New lows of bland, mediocre, dull and undistinguished ad copy. It other words, it stinks.
Any ad that starts with a question…
“Do you need a new car?”
“In the market for a vacuum cleaner?”
what the hell is a pristine beach?
@Anonymous: Apparently it’s a beach no one ever has been on….
Which makes one think it’s not much of an attraction to people….
If I just want to “witness” pristine beaches, I can Google “pristine beaches” and do that from the comfort of home.
The test for good copy is “Who Cares?” Client’s ad says, “We’ve been in business since 1949.” (Who cares?) Or, an ad that says anything that every business should have: “friendly staff, convenient hours, etc.” If a listener’s response is “Who Cares?” Delete the line and take more time to promote a strong offer and a call to action!