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)
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)
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.More