{"id":11263,"date":"2011-10-17T00:01:55","date_gmt":"2011-10-17T07:01:55","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=11263"},"modified":"2011-10-16T19:05:10","modified_gmt":"2011-10-17T02:05:10","slug":"aquarium-of-pacific-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/10\/aquarium-of-pacific-commercial\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN – Aquarium of the Pacific Strikes Again"},"content":{"rendered":"

I really don’t mean to pick on Aquarium of the Pacific<\/strong><\/span>. I featured one of their radio commercials here<\/strong><\/a> earlier this year.<\/p>\n

But their current spot does so many things wrong that I just have to comment.<\/p>\n

<\/object><\/p>\n

The opening line is the commercial for the commercial.<\/p>\n

This radio advertisement’s opening line is:<\/p>\n

“To learn how climate change puts our polar regions at risk, you don’t have to travel far.”<\/p><\/blockquote>\n

That’s wonderful news…to anyone who is thinking, “I wonder how climate change puts our polar regions at risk.”<\/em><\/p>\n

No one in the audience, however, is wondering that.<\/p>\n

No one is thinking, “Gosh, I sure would like to learn how climate change puts our polar regions at risk, but I’d probably have to travel far to satisfy that desire.”<\/em><\/p>\n

So they begin with an opening line that disqualifies the entire radio audience. “Go away,” it screams, “this message isn’t for you.”<\/p>\n

“You discover our latest exhibit: Arctic and Antarctic \u2014 Our Polar Regions in Peril.”<\/p><\/blockquote>\n

They’re talking about the polar regions, but the announcer is speaking over a vaguely island-ish music bed.<\/p>\n

Yes, the advertiser is Aquarium of the Pacific, which at times might suggest an “island” theme. But this commercial is supposed to be about…well, the arctic regions.<\/p>\n

“In this new exhibit, visitors will get up close and personal…”<\/p><\/blockquote>\n

C’mon. Does this copywriter REALLY need to be told to speak directly and personally to the listener? It doesn’t take a creative or sales genius to know that line should’ve been, “…you’ll get up close and personal…”<\/em><\/p>\n

You can touch sea jellies.<\/p>\n

Meet a real live arctic fox.<\/p>\n

See the new Ocean Science Center.<\/p>\n

The Aquarium of the Pacific has more than 11,000 living sea creatures.<\/p>\n

Family entertainment.<\/p>\n

Shark lagoon.<\/p>\n

Colorful sea otters.<\/p>\n

Hand-feed the colorful no-matter-how-times-I-listen-I-still-can’t-understand-this-word.<\/p>\n

This place attracts thousands of visitors.<\/p>\n

And what, again, is this commercial about? Oh, yeah: “How climate change puts our polar regions at risk.”<\/em><\/p>\n

One of their two (which is one too many) Calls To Action is to call a vanity phone number…which I called during the time frame this commercial aired on the radio, and which connected me to a recording that says there’s no such mailbox on this system.<\/p>\n

But by golly, this radio commercial does end with the client’s insipid jingle, so I’m sure the client is happy.<\/p>\n","protected":false},"excerpt":{"rendered":"

I really don’t mean to pick on Aquarium of the Pacific. I featured one of their radio commercials here earlier this year. But their current spot does so many things wrong that I just have to comment. The opening line is the commercial for the commercial. This radio advertisement’s opening line is: “To learn how […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-11263","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nMONDAY RADIO COMMERCIAL SMACKDOWN - Aquarium of the Pacific Strikes Again - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2011\/10\/aquarium-of-pacific-commercial\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MONDAY RADIO COMMERCIAL SMACKDOWN - Aquarium of the Pacific Strikes Again - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"I really don’t mean to pick on Aquarium of the Pacific. 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