{"id":240,"date":"2009-01-12T01:05:00","date_gmt":"2009-01-12T08:05:00","guid":{"rendered":"http:\/\/danoday.com\/blogWORDPRESS\/2009\/01\/12\/monday-radio-commercial-smackdown-shotgun-wedding-commercial\/"},"modified":"2009-01-12T01:05:00","modified_gmt":"2009-01-12T08:05:00","slug":"monday-radio-commercial-smackdown-shotgun-wedding-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/01\/monday-radio-commercial-smackdown-shotgun-wedding-commercial\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: Shotgun Wedding Commercial"},"content":{"rendered":"

<\/p>\n

I’ve just coined that phrase, referring to commercials that exist because two companies made a deal to partner in a marketing or advertising promotion.<\/p>\n

Neither company actually cares about getting results. They’re too blinded by the fact that somebody else is paying for part<\/span> (or all, depending upon the promotion) of this!<\/span><\/p>\n<\/p>\n

<\/center><\/param><\/param><\/param><\/param><\/param><\/embed><\/param><\/object><\/center><\/p>\n

Actually, whoever created this has achieved something noteworthy. They’ve produced a commercial that has absolutely no value at all. They’ve managed to say nothing, badly.<\/p>\n

The commercial opens with the name of the advertiser. Why? Well, I’m sure it pleases the Visa people. Otherwise, it signals to the audience, “Here’s a brochure for Visa Signature credit cards.”<\/p>\n

“On top of the points or miles you already earn…”<\/span> \u2014 They jump right into the pitch, assuming that everyone in the audience has a Visa card, has a Visa Signature Card that earns points or miles, and at this very moment is thinking about their Visa Signature Card. They don’t attempt first to get the attention of the targeted listener.<\/p>\n

“To experience the luxury of the world-class Pinehurst Resort”<\/span> \u2014 Apparently all the effort went into creating this joint promotion, while the actual writing of the sales message was delegated to a secretary.<\/p>\n

\"\"<\/a>
<\/span><\/p>\n


<\/span><\/p>\n

This is a golf club. Golfers use it to hit golf balls when they play golf on golf courses.<\/span><\/p>\n<\/p>\n<\/p>\n

<\/p>\n

<\/p>\n

“year-round exclusive golf packages”<\/span> \u2014 followed by the sound of a club hitting a ball, apparently for the sake of listeners who aren’t sure what “golf” is.<\/p>\n

“Cardholders have access to the best of Pinehurst Golf”<\/span> \u2014 implying there’s a worst<\/span> of Pinehurst Golf.<\/p>\n

“with the Ultimate Golf Package”<\/span> \u2014 whatever that is. They go out of their way to illustrate the concept of “golf” but apparently assume everyone knows what “the Ultimate Golf Package” is.<\/p>\n

They give the phone number before giving people a reason to call. <\/p>\n

And the reason? “To reserve your Pinehurst Experience.”<\/span> <\/p>\n<\/p>\n

\n

MR. STUPID: Say, honey, why don’t we reserve a Pinehurst Experience?<\/p>\n

MRS. STUPID: What a great idea! You’re such a wonderful husband.<\/p>\n

MR. & MRS. STUPID: Thanks, Visa Signature Card and Pinehurst Resort!<\/p>\n<\/blockquote>\n

After 50 seconds of mind-numbing nothingness, they finish with 10 seconds of fine print.<\/p>\n

And what is this radio commercial’s Core Message<\/span>? You know, the one thing they want the targeted listener to hear, to understand, and to remember? Take your pick:<\/p>\n

\u2022 Visa Signature Cards give you exclusive benefits<\/p>\n

\u2022 Luxury of Pinehurst Resort<\/p>\n

\u2022 Year-round, exclusive golf packages<\/p>\n

\u2022 The Ultimate Golf Package<\/p>\n

\u2022 The Home of Golf Package<\/p>\n

\u2022 10% savings off any Pinehurst package<\/p>\n

\u2022 Mention your credit card at time of purchase<\/p>\n

\u2022 Instructions on figuring out if you have a Visa Signature Card. (HINT: If you have a Visa Signature Card, it will say “Visa Signature Card” on the front of your card.)<\/p>\n

Two entities joining together to flush money down the toilet. What’s that called again? Oh, yeah: “Synergy.”<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

I’ve just coined that phrase, referring to commercials that exist because two companies made a deal to partner in a marketing or advertising promotion. Neither company actually cares about getting results. They’re too blinded by the fact that somebody else is paying for part (or all, depending upon the promotion) of this! Actually, whoever created […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":{"0":"post-240","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-radio-commercial-critique"},"yoast_head":"\nMONDAY RADIO COMMERCIAL SMACKDOWN: Shotgun Wedding Commercial - 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\/2009\/01\/monday-radio-commercial-smackdown-shotgun-wedding-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: Shotgun Wedding Commercial - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"I’ve just coined that phrase, referring to commercials that exist because two companies made a deal to partner in a marketing or advertising promotion. 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