Yesterday I conducted an impromptu, live video chat with a few dozen Facebook friends and Twitter followers.
Because already I had received lots of feedback regarding my “man on the street” test of Budweiser’s “Real Men of Genius” radio advertising campaign, I decided to share this ironic twist to the 10th and final interview.
Here’s a rather raw recording of that portion of the live video chat.
One of 10 Interview Subjects
For more than a decade, Bud Light has been running its “Real Men of Genius” campaign. (Originally it was called “Real American Heroes.”)
Every year it wins big advertising awards — despite my contention that it’s a lame, ineffective campaign.
“Lame” refers to the ultimate brand impact on the targeted consumer, not to the quality of the humor. Whether you or I think the spots are funny is irrelevant.
Unless, of course, you’re a Big Ad Agency that covets awards. Unfortunately, the surest way to win a radio advertising award is to create an entertaining commercial.
“Did it make money for the advertiser?”
Who cares?
Why For Years I’ve Labeled This A Lousy Ad Campaign
Bud Light has done some very good broadcast advertising.
And some lousy advertising.
I contend that the “Real Men of Genius” campaign is lousy because although many people find it entertaining, the entertainment has nothing to do with the advertiser.
You could substitute any product or service for “Bud Light” without weakening the humor — which is the hallmark of a bad “humorous” ad campaign.
Why This Bothers Me So Much
First, I dislike bad advertising, which I consider to be a form of malpractice.
Second, it’s having a harmful effect on the entire radio advertising industry. Each year this campaign is held up as a paragon of effective use of the medium. Other advertisers are encouraged to follow suit with their own “creative” commercials that do nothing to sell the product or service.
But Maybe I’m Wrong?
I know the campaign is a huge waste of the advertiser’s money. But when a friend of mine — a guy who’s real good at creating radio advertising that works — publicly implied that despite my condemnations he thinks it’s “not so bad,” I decided to put it to…
The Test
I took to the mean streets of Santa Monica and West Los Angeles, vowing to find 10 good men, honest and true, who:
1. Fit Bud Light’s target demographic
2. Have heard at least one “Real Men of Genius” commercial.
My question for each of them: “Who is the advertiser?”
For a campaign that’s been running a heavy schedule for over a decade, at least 7 out of the 10 should’ve been able to answer, “Bud Light.”
Here are the results….
Back in the days when we actually had overnight jocks, of course…
Illustration © 2010 by Bobby Ocean
Gosh, it sure is swell when a radio legend says how much he appreciates all the time and effort I put into making daily blog postings for you radio folks.
This time it’s John Records Landecker.
I’m blushing, but…
Today is the day commemorated throughout the world: The first day of my second full calendar year of blogging.
For the millions of people gathered in living rooms, churches and pubs to good-naturedly argue about which of my blog postings is their favorite, here’s a quick review of the Best Of The Best from 2009, to refresh their memories.
Alan David Doane shared a A Shocking True Tale About Christmas Advertising.
Larry Rosin explained why “radio” is a “retroynym.”
In the words of one reader, “Wow… that is stunning! Those two guys are freakin’ good!” (And they really are.)
A bunch of us (starting with me) shared our most embarrassing on-air radio goofs.
I shared an aircheck of John Landecker’s very first air shift.
The jingle for crappy radio sales promotions
Finalist, Biggest Lie Ever Told In A Radio Commercial
The radio industry falls for another scam
The Twuth About Twitter (video)
A shoo-in for the Bad Radio Commercial Hall of Fame
A guide to Facebook etiquette (video)
Dave Foxx & Son’s brilliant voiceover video
A voiceover artist’s desperate plea (video)
The unedited version: How To Make Yourself Even More Unpopular With Radio Executives (video)
Calling in the army to make a bed (video)
What do you do when it’s time to leave?
Sales/Client Relationships in Real-World Situations (video)
Radio station GM declares, “I’ll guarantee your success!” (vide0)
ELLIE GREENWICH: Thank You For The Great Songs and for Not Suing Me
A music video, literally rendered
A video for radio production & voiceover folks
John Landecker and the spirit of radio (video)
John Landecker Radio Video, Part Two
How to turn down a radio job offer
Women on the radio (Urban Legend #1447)
A revealing radio video with Howard Hoffman.
Radio: It takes a real jock…
And that’s way it was, on this blog, in 2009.
Next year? More of the same, except for the new stuff.
