Advertising can’t just be funny

July 16, 2012

Don’t get me wrong.  I like funny.  Most of my favorite movies are funny.  The TV shows I watch — usually funny.  And I appreciate a funny ad.

But…it still has to sell something.  That’s the ad’s reason for existence.  No company runs a TV commercial just to entertain the viewers.

So when I see TV spots like this one for the California Milk Producers.  But for the life of me, I can’t understand why they thought it would inspire anyone to drink more milk — let alone California milk. (email subscribers, click here to view)

[youtube]http://www.youtube.com/watch?v=xbpX5qdK9Gc&feature=plcp[/youtube]

Am I missing something?  Did watching this spot make you run to the fridge and pour a cold glass of ice cold milk?

My big issue with this series of TV spots is that it doesn’t even try to sell us on the benefits of the product, make the brand of the product cool or…even show the product.

Contrast that with the TV spots for Mike’s Hard Lemonade.  They’re funny but they’re also talking about the product. (email subscribers, click here to view)

[youtube]http://www.youtube.com/watch?v=2lrfX5JxbO8[/youtube]

AdAge and their partner Bluefin Labs have been studying how we react to TV spots in terms of social mentions.  Their findings — we TV viewers are beginning to view commercials as movie shorts and it’s pretty clear that TV viewers are increasingly willing to talk about ads in the same way that they talk about shows: as bits of entertainment.

All the more reason to make sure your TV spot (or any advertising for that matter) keeps its eye on the prize — selling your product or service.  If the viewing population is more likely than ever to talk about you, I’m thinking you want to give them something besides the funny parts to talk about.

Enhanced by Zemanta
More

Win a ticket to attend AdAge’s Invite Only event

July 7, 2012

AdAge is hosting their CMO Strategy Summit in a couple weeks (July 18th) in Chicago. (read more about it here)  The event is by invitation only and you have to be a:

  • Brand Marketers
  • CMOs
  • VP/Marketing
  • Agency Executives with Clients

They’ve got speakers (mostly CMOs) from companies like Build A Bear, Cabot Creamery and Virgin Mobile so you know the content will be pretty compelling.

Why am I telling you all this?  Because I have two complimentary tickets to give away.  

But the timing is tight — I need to give away these tickets on Wednesday the 11th, so you have time to make arrangements to get there.  So I am going to make it very simple.

Leave a comment, saying you are one of the four “types” listed above (agency folks — you do have to bring a client to get in) and that you will definitely attend.  I’ll use www.random.org to pick two winners.

Feel free to spread the word.  The more entries the better.  Also, if you end up not winning but want to track the live tweets — watch for hashtag #AACMO

Update:  Congrats to Roger and Joe – our lucky winners! I’ll be reaching out to both of you as soon as I get details from our friends at AdAge!

Thanks everyone who entered!

Enhanced by Zemanta
More