Oh, great. Another of those inane, “It’s impossible to show you this on the radio” commercials.
Yes, they do say “a picture’s worth a thousand words.” But nobody told this guy you don’t need a whole lot of talent to use a few words to paint a vivid picture on the radio.
He could have said, “Hey, have you seen that gorgeous, limited edition Italian Vacation calendar? January features a color photo of me, holding up the Leaning Tower of Pisa with my pinky. February’s photo is of me, just as I hit the water after my girlfriend pushed me out of a gondola in Venice…”
But no, it’s so much smarter to-talk-so-fast-that-no-radio-listener-can-or-will-want-to-understand-you-but-if-they-could-they-would-hear-some-jerk-unsuccessfuly-trying-to-be-funny.
Oh, and if the “best” thing you can say about creating your own, one-of-a-kind Kodak calendar is “it’ll be ready before you’re done shopping,” perhaps it isn’t worth advertising in the first place.
Comments on this entry are closed.
I see your point. Not attacking your opinion or you, Dan, but you’re busy and these days stretch the horizon of all that we know.
In radio I did audience research to back up the consultancy and PD inuts, verify/validate the condition the condition of the people was in, pulse of the people, what is the “right now” that connects. Even if it’s short short term.
Times are tough for a LOT of people right now. People scowl in check out lines. They DON’T enjoy shopping right now (a lot of them). Certain items sit on shelves with none missing from the original stock placement when restocking is supposed to happen.
A store elevating the public mood AND making sales?
Something meaningful, personal pictures. Whimsy, taking fun and putting it back into these days … not a bad message, not a bad idea.
A piece of good news that people can do once and point at again and again and brighten dreary days. The people who Really have it difficult right now will take a box apart and make their own at home.
Chances are not bad that they will remember a store suggesting a fun thing instead of focus only upon need.
Big sales, maybe not. Memorable store message, I think so.
So I liked it. That store has the budget to say, “chin up”. And it does.
fmb
The product isn’t bad, but the message is. If this is a blitz campaign, it won’t wear well, and you could turn off more people then you get in the stores as floor traffic….
If you had the warm and fuzzy female doing the full 30, we might not be talking about this spot.
The calendar will be done by the time you finish shopping can certainly be a selling point when you’re a mom dragging 3 kids to target to get a few things, or any store for that matter.
the annoying attempt at humor should be tossed…the warm and fuzzy approach because of the emotional connection to “your pics” should have been the full spot.