First, the commercial, as broadcast on a major Los Angeles radio station…
I have to admit, I’m impressed: They did an astonishing number of dumb things in just 15 seconds.
1. First words of the commercial are the advertiser’s name. That immediately tells the listener, “This isn’t about you. It’s about us.”
2. Their Unique Selling Proposition: “One of the best entertainment values around.” When is the last time you found yourself really, really wanting to find one of the best entertainment values around?
3. “Check out Sea Otter Maggie…in her new home!” Right. “Hey, kids! Sea Otter Maggie has a new home! Let’s go check her out!”
4. “And don’t forget the Molina Animal Care Center.”
- It’s difficult to forget something you never heard of before.
- Saying “don’t forget” implies the topic is so trivial that the listener is likely to forget it. When you want someone to remember something, tell them to remember, not to not forget.
- And the reason we should remember (or not forget) the Molina Animal Care Center? Um…Well….
5. “Call them….” Why? (Maybe you’re supposed to call and say, “Hey! Just wanted you to know I haven’t forgotten the Molina Animal Care Center.”)
6. “…where the ocean and people connect.” Wow, what a positioning statement. News Flash: People in Southern California can (and do) “connect” with the ocean by…walking right up to it. Sometimes people even go into the ocean.
The Good News: Listeners never will tire of this radio advertisement, because they’ll never notice it.
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I’ll bet the :30 version has “BUT WAIT!” in it.
It’s like a buffet with generous helpings of shame, awkward, and eye-roll!, Plus, we removed the sneeze guard and are passing the savings on to YOU!!!
My prayers are with this voice-over artist… I hope she got paid a lot for this spot!
Dan, your last four words about this ad say it all: “They’ll never notice it.” And what a strangely odd coincidence that one of the two words I have to enter below to submit my comment is “ignore.”
Dan, as always I enjoy your thoughts. This was particularly informative. Is it possible you could follow up with a 15 sec. remedy for what was said?
Amen anonymous! The only good reason to smack someone down is to help build them up later…