{"id":5151,"date":"2010-04-12T00:05:20","date_gmt":"2010-04-12T07:05:20","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=5151"},"modified":"2010-04-10T15:52:13","modified_gmt":"2010-04-10T22:52:13","slug":"vons-radio-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/04\/vons-radio-commercial\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: Von’s Supermarket Is More Important Than Your Children’s Health"},"content":{"rendered":"

Before you listen to this commercial, take a moment to list the three most important things in your life. The things about which you think, “If I could choose only three things to be good, what would they be?”<\/p>\n

Okay, now the commercial….<\/p>\n

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

Vons is owned by Safeway Inc., which has an annual revenue of $40 billion (give or take).<\/p>\n

Surely they can afford to hire only the best people to create the advertising for its various brands. So I’m sure that’s what they did: hire the very best to create Vons’ radio advertising.<\/p>\n

The opening line of your commercial is “the commercial for the commercial.” This is your one opportunity to command the attention of the targeted listener.<\/p>\n

Oh, boy, I can’t wait to hear what the (presumably) high priced advertising wizards behind Vons’ commercials do to grab the targeted consumer’s attention from the very beginning…<\/p>\n

“Spring is in the air.”<\/p><\/blockquote>\n

That<\/strong> is how they begin the commercial?<\/p>\n

With a meaningless cliche that has nothing at all to do with the advertiser and which could have been (and at this very moment probably is being) written by a 13-year kid as part of a class “write a pretend radio commercial for (Subject)” assignment?<\/p>\n

“C’mon, Dan. Probably they cleverly connect ‘Spring’ to ‘Vons’ so powerfully that it all flows together naturally and irresistibly.”<\/em><\/p>\n

Uh, well…Here’s the connection:<\/p>\n

“And the only thing better than warmer weather is knowing that you can always save money at Vons.”<\/p><\/blockquote>\n

Let’s recap what we’ve learned so far:<\/p>\n

1. The second best thing in your life is warm weather.<\/p>\n

2.\u00a0 The best<\/strong> thing in your life is…<\/p>\n

Your children’s health? Your own health? World peace?<\/p>\n

Nah. The best thing in your life is knowing that you can always save money at Vons.<\/p>\n

\u2022 They begin with a an irrelevant cliche.<\/p>\n

\u2022 They quickly move to a lie: “And the only thing better than warmer weather is knowing that you can always save money at Vons.”<\/em><\/p>\n

\u2022 They mention their “everyday low prices.”<\/em><\/p>\n

\u2022 They mention their “Vons Club”<\/em> prices.<\/p>\n

\u2022 They list some of the foods they have on special this week. (And how many do you<\/strong> remember…?)<\/p>\n

\u2022 They tout their flu shots.<\/p>\n

And then \u2014 wait for it \u2014 before tagging the commercial with a bizarrely juxtaposed disclaimer, they end by…<\/p>\n

Advertising a different<\/strong> supermarket chain.<\/p>\n

Yes, Safeway owns both Vons and Pavilions. No, that doesn’t mean a commercial for one should be a commercial for the other.<\/p>\n

Vons and Pavilions have different names because they are different brands.<\/p>\n

Different brands make different promises to the consumer.<\/p>\n

Different promises require different messages to communicate them.<\/p>\n

By the way, in this part of the world Summer officially begins June 21. Gosh, I wonder how the Vons commercials will begin then<\/strong>?<\/p>\n","protected":false},"excerpt":{"rendered":"

Before you listen to this commercial, take a moment to list the three most important things in your life. The things about which you think, “If I could choose only three things to be good, what would they be?” Okay, now the commercial…. 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