I find this commercial too depressing to critique. Not because it’s so bad (although it is) but because…Oh, something about what it says about our society.
So here’s your chance to demonstrate your expertise. What’s good about this spot (aside from the fact that eventually it ends)? What’s not so good? How could it be improved upon?
Seriously. Me, I’m gonna go lie down.
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Aren’t we handed the challenges?!
Is there any way to make this comfortable? No. Palatable? I think so.
Since the opening line is an advertisement for the rest of the spot, it may have too many ugly details and imagery, turning off pretty much every listener it hits. It could begin:
“Does it seem that having a less-than-perfect figure is your destiny? If you’ve already tried everything under the sun, maybe we can change your destiny!”
This removes the “in-your-face” effect that first line had on me, and keeps me wanting to know more. Plus, it brings to mind the battles of keeping that figure and the emotions when it’s not right. At least they didn’t give the advertisers name in the first line. That’s the good part.
Buzzwords like “Breast Aug” seem to trivialize these procedures into a department-store event, as does the delivery of the time-driven announcer, music and the cutesy-sounding 800 number: “Makeover? I thought it was surgery!” If I were given a message that places the procedures into a professional framework that talked about addressing my emotions and body image as well as a serious surgical procedure, I would at least feel like this is not a production-line operation (which I swear I envisioned while listening). Every competent plastic surgeon would make sure the patient has come to terms with this emotionally before proceeding, and I don’t hear a bit of it. The patient isn’t important in this message.
Emotions are what drive one to take actions upon anything, including their appearance, whether that’s makeup or surgery, and surgery certainly comes with more emotional baggage than eyeliner. The emotion is completely absent from this commercial…extremely shallow. As a result, I don’t like these people; they seem more interested in signing me up for a procedure than about helping me.
Whew!
Very good analysis, Kevin. Helps me understand why I found the spot too demoralizing even to critique.
Anyone else want to give your opinion, suggestions, etc.?
Wow! I guess we all know that everything is for sale, even our self-worth… I just never thought that “last chance everything must go” kind of sale-spot would ever be used for major life-altering surgery.
Was there even a consumer benefit? I’m sorry, but maybe I missed that. But then again, all I heard was; “Fwah fwah fwah fwah fwah…”
I see a sales person,.. back from a cold-call with their first sell, and the “commercial information” sheet full to bursting with scribbles and phone numbers and deals,… and the sales person sitting down at their desk – typing the spot right before lunch and handing it to the production director. “Oh, they wanted excited, young, enticing… so get our mid-day girl to voice it.”
I agree with Kevin on ALL counts. NO woman likes to be reminded that they’re “less than.” So not only did they not take into consideration any of Kevin’s points about emotion and the seriousness of the subject,… but they didn’t even consider the women they’re trying so hard to wrangle into the door. Tell us how beautiful we can be, how much self esteem we’ll have… how something that was once reserved for the rich is now available to US! We only live once and we deserve to feel fabulous. Sweet talking goes a long way with the ladies. I know. I’m one of them.
@ Annie – Excellent points. Isn’t it amazing that such obvious, important factors appear to be completely beyond the comprehension of the people who created that commercial?