{"id":16637,"date":"2014-02-26T00:01:32","date_gmt":"2014-02-26T08:01:32","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=16637"},"modified":"2014-02-25T20:07:21","modified_gmt":"2014-02-26T04:07:21","slug":"chevrolet-tv-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/02\/chevrolet-tv-commercial\/","title":{"rendered":"CLEVER ADVERTISING IDEA FAILS TO BRING IT HOME"},"content":{"rendered":"<p><span style=\"font-size: 18px;\"><a href=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/02\/ChevyCruseCleanDiesel-320.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-thumbnail wp-image-16641\" alt=\"bad advertising example\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/02\/ChevyCruseCleanDiesel-320-150x150.png\" width=\"150\" height=\"150\" \/><\/a>Here&#8217;s an excellent example of one of the most harmful types of advertising.<\/span><\/p>\n<p><span style=\"font-size: 18px;\"><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/3qBiyaWiUhg?rel=0\" height=\"315\" width=\"560\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe><\/span><span style=\"font-size: 18px;\"><br \/>\n<\/span><\/p>\n<p style=\"text-align: center;\"><strong><span style=\"font-size: 18px;\">Why Is That Commercial Harmful?<\/span><\/strong><\/p>\n<p><span style=\"font-size: 18px;\">1. It&#8217;s clever.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">2. The story is well-written.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">3.\u00a0 It&#8217;s very well produced (which includes the casting).<\/span><\/p>\n<p><span style=\"font-size: 18px;\">4.\u00a0 Viewers enjoy watching it.<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">5.\u00a0 No matter how many times they see and enjoy this commercial, few viewers will associate #s 1 &#8211; 4 (above) with the product: The Chevrolet Cruze Diesel.<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><strong><span style=\"font-size: 18px;\">Good Storytelling. Poor Advertising.<\/span><\/strong><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">But if the story is well-written and produced, how can it be poor advertising?<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">The &#8220;sales message&#8221; \u2014 what the advertiser ultimately wants the viewer to remember \u2014 isn&#8217;t part of the story:<\/span><\/p>\n<p><span style=\"font-size: 18px;\">&#8220;Chevrolet Cruze Clean Diesel, with the best gas mileage of any non-hybrid.&#8221;<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">That&#8217;s the sales message, and it&#8217;s delivered only via the announcer voice over (which viewers tune out) and 2 seconds of words on-screen (which viewers ignore).<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">The story isn&#8217;t about a guy who&#8217;s a stranger at gas stations because he drives a Cruze Diesel. It&#8217;s about a guy who&#8217;s a stranger at gas stations because he drives a car that doesn&#8217;t use much gas.<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">In fact, with the announcer saying &#8220;of any non-hybrid&#8221; and viewers not consciously listening, probably 60% of viewers later will think it was a commercial for &#8220;some hybrid car.&#8221;<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><strong><span style=\"font-size: 18px;\">&#8220;But What About The Value of Repetition?&#8221;<\/span><\/strong><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">The story ends before the sales message begins, regardless of how many times a viewers sees this commercial. Repetition offers very little help.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">If a tree repeatedly falls in a deserted forest, how many more people will hear it due to the repetition?<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><strong><span style=\"font-size: 18px;\">Why This Commercial Is So Harmful<\/span><\/strong><\/p>\n<p><span style=\"font-size: 18px;\">See #s 1 &#8211; 4 (above).\u00a0<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">This ad will win an award.<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">It&#8217;ll probably make <em>USA Today&#8217;s<\/em> meaningless list of &#8220;People&#8217;s Favorite TV Commercials.&#8221;<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">The advertising agency will land new business from clients who are impressed by the spot&#8217;s warm, feel-good nature\u2026and by the award.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">Other agencies and advertisers will emulate the Good Storytelling + Failure to Connect to Sales Message model.<\/span><span style=\"font-size: 18px;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18px;\">Ratings for <em>Cheers<\/em> reruns probably will enjoy a bump.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">And more business will continue to squander their advertising dollars. Some of them will have less money to waste than Chevrolet, and their employees or stockholders will feel the hurt.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">But it&#8217;s an enjoyable 20 seconds of entertainment\u2026followed by a sales message delivered only in a deserted forest.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here&#8217;s an excellent example of one of the most harmful types of advertising. Why Is That Commercial Harmful? 1. It&#8217;s clever. 2. The story is well-written. 3.\u00a0 It&#8217;s very well produced (which includes the casting). 4.\u00a0 Viewers enjoy watching it.\u00a0 5.\u00a0 No matter how many times they see and enjoy this commercial, few viewers will [&hellip;]<\/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-16637","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CLEVER ADVERTISING IDEA FAILS TO BRING IT HOME<\/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\/2014\/02\/chevrolet-tv-commercial\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CLEVER ADVERTISING IDEA FAILS TO BRING IT HOME\" \/>\n<meta property=\"og:description\" content=\"Here&#8217;s an excellent example of one of the most harmful types of advertising. 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