{"id":825,"date":"2009-07-06T00:05:20","date_gmt":"2009-07-06T07:05:20","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=825"},"modified":"2009-07-03T00:37:42","modified_gmt":"2009-07-03T07:37:42","slug":"monday-radio-commercial-smackdown","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/07\/monday-radio-commercial-smackdown\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: Mr. & Mrs. Stupid Strike Again"},"content":{"rendered":"

Ah! You’ve returned to enjoy another in my series of critiques of award-winning radio commercials \u2014 those honored as \u201cthe best of the best\u201d by the 2007 Radio Mercury Awards.<\/p>\n

A few are Good. Many are…Not Good. Not Good To An Embarrassing Degree.<\/p>\n

Like this $5,000 prize winner.<\/p>\n

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

This is bad in some many different places, but let’s start with the only one that’s important:<\/p>\n

It doesn’t work.<\/p>\n

Why not?<\/p>\n

Because they’re not painting a picture of the results.<\/p>\n

It’s a wine sale<\/strong>. From the point of view of the advertiser, what is the desired result of\u00a0 wine sale?<\/p>\n

Just a hunch: selling lots of wine.<\/p>\n

\"Here

HERE COMES THE CLUE TRAIN<\/p><\/div>\n

The picture you paint is what the listener will remember.<\/strong> So that picture should represent the results of the product or service being advertised.<\/p>\n

The people who created this made a mistake that is painfully common to bad commercial copywriting: They seized upon a single word \u2014 “passionate” \u2014 and took it literally.<\/p>\n

Apparently the idea is the people at the store are passionate about wine, and during the sale they’ll share their passion with you.<\/p>\n

No, they won’t.<\/strong> During the sale, they’ll sell you wine…cheaper.<\/p>\n

These guys think they’re being clever. They are mistaken.<\/p>\n

“That is so hot.”<\/p>\n

“Actually, I’m kind of chilly.”<\/p><\/blockquote>\n

That’s supposed to be witty?<\/p>\n

Did you<\/strong> laugh when, bizarrely, she didn’t understand what he meant by “hot”?<\/p>\n

Or did you think, “Jeez, she’s an even bigger idiot than he is”?<\/p>\n

Do you<\/strong> believe \u2014 even in that nether world where we temporarily suspend disbelief \u2014 that those two people are married or living together?<\/p>\n

They’re just two disconnected characters reading stupid dialogue, with no relationship at all between them.<\/p>\n

And the capper? Just when you assume it can’t get any worse, this award-winning spot segues from really dumb dialogue to typically stupid advertiser-speak:<\/p>\n

“Everyone knows”<\/em> the advertiser has “great wine, great selection, and an unrivaled staff.”<\/em><\/p>\n

Uh-huh. Sure. That’s what everyone says about this wine merchant. Especially that bit about their “unrivaled staff.”<\/p>\n

When it comes to believable dialogue, David Mamet’s got nothing on these guys.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ah! You’ve returned to enjoy another in my series of critiques of award-winning radio commercials \u2014 those honored as \u201cthe best of the best\u201d by the 2007 Radio Mercury Awards. A few are Good. Many are…Not Good. Not Good To An Embarrassing Degree. Like this $5,000 prize winner. This is bad in some many different […]<\/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-825","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nMONDAY RADIO COMMERCIAL SMACKDOWN: Mr. & Mrs. Stupid Strike Again - 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\/07\/monday-radio-commercial-smackdown\/\" \/>\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: Mr. & Mrs. Stupid Strike Again - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Ah! You’ve returned to enjoy another in my series of critiques of award-winning radio commercials \u2014 those honored as \u201cthe best of the best\u201d by the 2007 Radio Mercury Awards. A few are Good. Many are…Not Good. Not Good To An Embarrassing Degree. Like this $5,000 prize winner. 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