First, the radio commercial….
Forget about the lousy opening line. The biggest problem here is that this the story of a guy who “likes,” “loves” and “doesn’t like” things, and the conflict it engenders between him and the woman.
A radio commercial’s listeners remember (if they remember anything) what they picture during the advertisement. The only visual image this spot plants in the listeners’ minds is the guy reacting to the gal.
The product this commercial was supposed to sell was supported only by words, not by any action. Sorry, the words of a radio commercial don’t reverberate with listeners; it is the pictures that do (or that should).
This could have been for any product or service, in which the “I don’t like that” refers to the offer being limited. When you can replace the advertiser with virtually any other advertiser, you know you’ve got a worthless commercial.
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McDonald’s doesn’t have to get the picture……. the people who make the radio ad does…. If this is the quality of ad they are presented with is it any other wonder the ad spend eventually ends up on a medium you can actually quantify…
This is no different then any other agency style ad. Sure, it’s forgettable. but it seems to be what the agency guru’s that Mcd’s hired turn out. Given you seldom argue with a agency at the radio station level, it goes to air. Only Mcd’s can fire the agency, but as radio is more of a secondary medium in a national multimedia buy that Mcd’s is likely doing for this. It is implied that it’s looked upon that way at the agency level. Shame, but the majority of spots that pay the bills too often are forgettable.