{"id":16743,"date":"2014-03-26T00:01:10","date_gmt":"2014-03-26T07:01:10","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=16743"},"modified":"2014-03-25T21:37:06","modified_gmt":"2014-03-26T04:37:06","slug":"commercial-tells-wrong-story","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/03\/commercial-tells-wrong-story\/","title":{"rendered":"THIS COMMERCIAL TELLS THE 100% WRONG STORY"},"content":{"rendered":"<p><span style=\"font-size: 18px;\"><span style=\"color: #000080;\"><strong><a href=\"http:\/\/danoday.com\/copywriting-voiceover\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-16746\" title=\"Lowes tv commercial\" alt=\"commercial copywriting stories\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/03\/Lowes-160.png\" width=\"160\" height=\"90\" \/><\/a>Frank Anderson<\/strong><\/span> writes:<\/span><\/p>\n<blockquote>\n<p style=\"text-align: left;\"><span style=\"font-size: 18px;\">Hey Dan!<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-size: 18px;\">I just saw this national commercial today and wanted to get <strong>your<\/strong> take on it.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-size: 18px;\">I laughed. It&#8217;s funny. But I wonder if showing people botching home improvement projects is the best way to advertise a business that sells.. well.. the stuff for home improvement projects?<\/span><\/p>\n<\/blockquote>\n<p><span style=\"font-size: 18px;\"><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/XzwLSVJTCWc?rel=0\" height=\"315\" width=\"560\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe><\/span><\/p>\n<p><span style=\"font-size: 18px;\">Whether in a <a href=\"http:\/\/www.danoday.com\/dick-orkin-radio-ranch\/\">radio commercial<\/a> or a television ad, that&#8217;s exactly the wrong advertising message to be giving.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">The guy in the story obviously bought the &#8220;home improvement&#8221; materials <strong>somewhere<\/strong>, and the result is a disaster.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">At the end of the spot they say, &#8220;Need Help?&#8221; And then they flash the Lowe&#8217;s logo.<\/span><\/p>\n<p><span style=\"font-size: 18px;\">In the description beneath the YouTube video they say, <em>&#8220;Installation can be tricky. Come to Lowe&#8217;s. We&#8217;ve got all the tips and tools you need to get the job done right.&#8221;<\/em><\/span><\/p>\n<p><span style=\"font-size: 18px;\">So it turns out they&#8217;re trying to get people to come to Lowe&#8217;s for &#8220;tips.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 18px;\">But they haven&#8217;t done anything to move consumers <em>from<\/em> equating Lowe&#8217;s with &#8220;do-it-yourself tools&#8221; <em>to<\/em> equating Lowe&#8217;s with &#8220;informed advice about how to do your own home repairs.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 18px;\">Instead, they&#8217;ve equated &#8220;doing your own home repairs&#8221; with &#8220;disaster.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 18px;\">Dumb, dumb, dumb.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Frank Anderson writes: Hey Dan! I just saw this national commercial today and wanted to get your take on it. I laughed. It&#8217;s funny. But I wonder if showing people botching home improvement projects is the best way to advertise a business that sells.. well.. the stuff for home improvement projects? Whether in a radio [&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-16743","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>THIS COMMERCIAL TELLS THE 100% WRONG STORY<\/title>\n<meta name=\"description\" content=\"Whether it&#039;s a radio commercial or a television ad, if you tell a story it needs to lead consumers to the desired conclusion...unlike this ad for Lowe&#039;s.\" \/>\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\/03\/commercial-tells-wrong-story\/\" \/>\n<meta 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