Time for another look at award winning radio commercials — spotlighting the good and the bad from the 2007 Radio Mercury Awards.
Radio advertising for American cable TV companies consistency matches their standard level of customer service: terrible.
With this Mercury Award finalist, Comcast upholds that tradition.
The story is about the announcer trying to talk while the horns repeatedly interrupt with a fanfare. That’s the only thing the listener pictures: the announcer being interrupted by the horns.
It has nothing at all to do with what’s being sold. They could have used that exact same set-up to try to sell (or, more accurately, fail to sell) anything.
Also, the very first time he was interrupted by the horns, were you surprised that he kept being interrupted? Odds are you knew exactly what the big “joke” was going to be. The joke wasn’t even funny because it was so obvious and trite, and they told a story that had nothing at all to do with what they were selling.
What a brilliant strategy: devoting all that commercial time to stuff they weren’t selling.
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Man, that gag was old when I got into radio 40 YEARS ago.
And it’s up for a Mercury Award? Were the judges eating mercury-tainted fish when they chose it?
Pretty cheesy – though I did kind of like it when the trumpets interrupted the “disclaimer” guy at the end…
Okay this does it. As of today I don’t care how creative any of my future commercials are or not… I will NEVER enter anything in the Mercury Awards! And I’m going to encourage all my clients and colleagues to refuse them too. The Mecury Awards are a pathetic joke and worthless. The money doesn’t matter compared to the stupidity of their best examples. I’ll quit doing advertising completely before I’ll ever enter any of their future call for entries.
Comcast is like the government: they can’t do anything very well, screw up spectacularly and often, and take a whole lot of MY money doing so! 😀
Irritatingly disgusting. The whole spot hurt my ears…