In a commercial, the person who is depicted enjoying the results of the product or service should represent the target audience. Do you really want to identify with that guy?
And I’m not positive, but I’m pretty sure Mrs. Stupid suddenly turned into The Announcer. (Either that or the people who produced this spot cast two women with voices that are far too similar.)
Also:
“For the ultimate music experience, visit the AT&T blue room…. You’ll have the best online experience possible.”
I realize “the new AT&T” has adopted a slimmed-down business model, but can’t they afford to hire a writer? Someone who knows enough not to use the word “experience” twice in nine seconds?
Using “experience” even once would have been too much, of course. That’s because nobody — NOBODY — is looking for the best online experience.
Lots of people would like to watch concerts by their favorite artists, with crystal clear video and “it’s like I’m in the first row” audio.
But not a single person woke up this morning and thought, “By golly, if only I could have the best online experience possible.”
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Yeah! The “best online experience” has bothered me for some time. I am glad you tackled that one! You ROCK, Mr. Dan.
Typical US national spot, that’s usually forgettable. Are they targetting who might actually be using the service with the setup…likely not, unless they’re trying to target older for a reason. I’d be curious as to what they were actually targetting.
“The best online experience” is a ok line used correctly, almost as fill to make your point in 30 secs. It would be really annoying if it was emphasized, but it wasn’t. It’s a generic line that cliched to death, but advertising overall is nothing but a set of cliche’s anyway. The exception always stands out however. This isn’t an exception.
Is it a great spot, no. is it a terrible spot, no. It’s it forgettable and likely a waste of money to put it on the air, likely, but for the ultimate opinion, as joe average listener to see if they find it funny and memorable. Focus group anyone?
I have to disagree here.
Scott S said “advertising overall is nothing but a set of cliche’s anyway. The exception always stands out however. This isn’t an exception.”
I don’t think advertising is a set of cliches (no apostrophe needed in this case)
I think many people are getting too damn lazy! It’s hard work to make ads effective. I could crank out a hundred crappy ads each day, but probably only a few GREAT ads that have an effective message that gets results… and when it comes right down to it that’s all that matters… RESULTS!
If the ads work, the client keeps advertising and the radio station makes more money to buy more ads from me!
It’s the circle of life!
I have said for years “Advertising COSTS you money… effective advertising MAKES you money” I came up with that bit of wisdom while fighting with a client to use a better radio ad instead of the “puker” style ad he had been using. I built a better ad and PROVED my point with RESULTS!
Scott S… thank you for the rest of that line… “The exception always stands out however”
It’s SO TRUE! I have clients that get results on the first day and can’t believe it! I am never surprised, but I also never tell them to expect it! I would rather have them happy for a few calls they were not expecting rather than mad that they only got a few calls rather than all of the calls they were expecting.
John Small
Founder
the Great Spot Company