Remember the terrible Lowe’s Home Improvement “Labor Day” radio commercial?
It was immediately followed, in the same stopset on the Los Angeles radio station where I heard it, with this bad commercial for a direct competitor:
“Orchard” is not some beloved, well known character representing the advertise.
The listener is expected to figure out that the person being addressed as “Hey, Orchard” is some sort of personification of Orchard Supply Hardware.
This commercial tells the story of how “Orchard” is spending his Labor Day weekend, as he relates it to an unknown second party and the two of them engage in vapid banter.
The story could have centered on how the targeted listener could save 8.75% on “almost anything in the store.”
Instead, the listener is left with a mental picture of two “voices,” nothing more.