{"id":263,"date":"2009-02-02T01:05:00","date_gmt":"2009-02-02T08:05:00","guid":{"rendered":"http:\/\/danoday.com\/blogWORDPRESS\/2009\/02\/02\/monday-radio-commercial-smackdown-confusing-the-audience-is-not-a-good-strategy\/"},"modified":"2009-02-02T01:05:00","modified_gmt":"2009-02-02T08:05:00","slug":"monday-radio-commercial-smackdown-confusing-the-audience-is-not-a-good-strategy","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/02\/monday-radio-commercial-smackdown-confusing-the-audience-is-not-a-good-strategy\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: Confusing The Audience Is Not A Good Strategy"},"content":{"rendered":"

<\/p>\n

An incredibly bad radio commercial:<\/p>\n<\/p>\n

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

For the first 30 seconds of this spot, it seems to be about fashion. Finally we realize they’re not talking about style; they’re talking about…uh, snow? Skiing? Boarding? Incredible deals?<\/p>\n<\/p>\n

One of a kind packages on lodging and lift tickets<\/p><\/blockquote>\n

Oh, really? What exactly are “one of a kind packages”? They’ve created a different package for each customer?<\/p>\n<\/p>\n

Colorado’s legendary snow is back.<\/p><\/blockquote>\n

Ah, yes, the legend of Colorado snow. No one knows for sure if it’s true, but what a wonderful story it is, handed down from generation to generation. <\/p>\n<\/p>\n

By popular demand<\/p><\/blockquote>\n

By popular demand, winter has returned? Perhaps that could be the basis of a cute commercial conceit. But as a single line that comes from nowhere and leads nowhere?<\/p>\n<\/p>\n

Endless sunshine<\/p><\/blockquote>\n

Well, dadgum! I’d a-thunk the sunshine disappears plum near every evening in Colorado in the winter. The things you learn from radio advertising.<\/p>\n<\/p>\n

“Amazing” ski resorts<\/p><\/blockquote>\n

Unless you’re referring to Kreskin, Randi, or The Amazing Race<\/span>, only an amateur uses “amazing” to describe the advertised product or service. “Amazing” can be applied \u2014 with equal lack of effect \u2014 to virtually any product or service. (And while we’re at it: I’m sure Colorado’s ski resorts are quite nice. I have a hunch, however, that no experienced skiier or boarder is “amazed” by them.)<\/p>\n

Confusing the audience is not a good thing:<\/p>\n<\/p>\n

First it was black. Then brown became the new black. Until grey became the new brown.<\/p><\/blockquote>\n

Were Colorado’s ski resorts previously black, brown and grey? What the heck are they talking about? Even if that makes sense to fashionistas (I wouldn’t know), it doesn’t<\/span> make sense to skiiers and boarders.<\/p>\n

Skiing is a kinesthetic<\/span> experience: movement, speed, twists & turns, skis on snow, air rushing past. Why are they spending all that effort trying to get us to visualize<\/span> “white” rather than to feel the sensation of skiing?<\/p>\n

The male voice repeatedly focuses the listener’s attention not on skiing, not on skiiing in Colorado…but on the meaningless phrase, “winter white.” And we can hear<\/span> him trying to sound cool. (Hint:<\/span> If people can hear you trying to sound cool, you don’t.)<\/p>\n

That ludicrous attempt at sounding cool combines with the amateurish echoing of “winter white” by the female voice. (I’m not certain, but that female sounds an awful lot like the woman delivering the body of the copy.) What is this: A commercial running on a major Los Angeles radio station or a college student’s first effort in Production 101?<\/p>\n

The overall impact is smug<\/span>. They sure sound impressed with themselves, don’t they?<\/p>\n

Even their slogan (at the end) is unfocused:<\/p>\n<\/p>\n

See, do, eat, stay, go.<\/p><\/blockquote>\n

Is that specific to Colorado skiing? \"\"<\/a><\/p>\n

Knott’s Berry Farm<\/a>: “See, do, eat, stay, go.”<\/p>\n

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

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

<\/a><\/p>\n

South of the Border<\/a>: “See, do, eat, stay, go.”<\/p>\n<\/div>\n

<\/p>\n

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

South Dakota<\/a>: “See, do, eat, stay, go.”<\/p>\n

What is their Call To Action?<\/span> <\/p>\n<\/p>\n

Be a part of the phenomenon.<\/p><\/blockquote>\n

Oh, okay, right. I’ll do that.<\/p>\n

Advertising solves problems.<\/span> <\/p>\n

What problem does this commercial solve?<\/p>\n","protected":false},"excerpt":{"rendered":"

An incredibly bad radio commercial: For the first 30 seconds of this spot, it seems to be about fashion. Finally we realize they’re not talking about style; they’re talking about…uh, snow? Skiing? Boarding? Incredible deals? One of a kind packages on lodging and lift tickets Oh, really? What exactly are “one of a kind packages”? […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12],"tags":[],"class_list":{"0":"post-263","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-radio-commercial-copywriting","7":"category-radio-commercial-critique"},"yoast_head":"\nMONDAY RADIO COMMERCIAL SMACKDOWN: Confusing The Audience Is Not A Good Strategy - 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\/02\/monday-radio-commercial-smackdown-confusing-the-audience-is-not-a-good-strategy\/\" \/>\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: Confusing The Audience Is Not A Good Strategy - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"An incredibly bad radio commercial: For the first 30 seconds of this spot, it seems to be about fashion. 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