Obviously, Caesar’s Palace thinks when this radio commercial airs, listeners stop what they’re doing and pay full attention to the spot, in an attempt to hear something that might possibly interest them:
How many different pieces of information did they cram into this 30-second radio commercial?
Twenty.
Advertiser’s name
It’s the world’s best known resort-casino
Celebrates Rome’s former grandeur
85 acres
Entertaining
Dining
Luxury
No hidden resort fees
Among the world’s top luxury resorts
3,300 hotel guest rooms and suites
23 restaurants (and they’re not all alike; they’re “diverse”)
5 acres of pools & gardens
The 5 acres are named “Garden of the Gods”
4,300-seat Coliseum
The Coliseum is just “steps” from “celebrity chef restaurants”
World class entertainers
Celine Dion
Jerry Seinfeld
Rod Stewart
Elton John
Here’s the entire message the radio listener takes away from hearing this commercial:
“Caesar’s Palace”
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Another waste of the clients dollars, they would have been better served had the eliminated 90% of the fluff, used just the phrase “Caesar’s Palace” and used theater of the mind to keep the phrase top of mind. Just my opinion
Scott
Wow…I’m not sure if I walked away with anything from this spot other than the urge to listen to another station. Here’s the part that concerns me. When an advertiser wants to do something like this, we as an industry need to have the courage to advise against it. That starts with the A/E recommending against it and the writer and producer echoing that sentiment. When we take a piece of business like this, and air it on our station, we are setting ourselves up for non success in so many ways. Management needs to create this culture that encourages people to say no even when it may upset the client.
Thanks for reading.
Love those laundry list 30s. Another one lost in the shuffle.
I agree with all the comments especially Dave’s , its even worse when the sales rep has no idea either, most new sales reps don’t have a clue and when advised by some of the more experienced staff about the problems , they won’t go back to the client for fear of upsetting them and losing there business.
As Dan has pointed put re airing phone calls , you want good calls , only air good calls , maybe that can be the same for commercials , lets the clients hear good ones first .
Client reads are the worst, now with digital editing its easier to link a error ridden piece of copy together, just take out all the fluffs . 3 mins worth of stuff ups into 30 seconds, it still sounds like crap, but the sales reps don’t seem to care , gets some balls and tell the client it sounds like crap!!!!
Breath-edited and time compressed…and was that music behind all that noise?
Clients have to be reminded why the listener tuned in: they want entertainment. If you want their focused attention, give them what they want…not your company’s annual report. If an ad agency was involved in this, they should hang their heads in shame.
one word…..ok 5 words “WTF was what?”
answer……a ad campaign sold by a real life “Herb Tarlek”
I deal with this all the time. I am a Sales Rep and Morning Show Host / Producer.
I have a grociery store manager who wants more in his commercials too. Radio sells image, well!
This Ceasar’s Palace sounds so busy, it doesn’t sound like a good place for a good time at all. Gonna be so damned busy instead!
ONE idea per commercial and sell the result of the product.
Wow, Caesar’s Palace is not going to see much “payoff” from this commercial. It’s a total “flop!” Instead, they’ll just “crap out” (I know, enough with the gambling puns). 🙂