All tie-ins are not created equal.
Try as the marketers behind this awkward spot may, human-killing aliens and Coors Light just do not work well together here.
Over the years marketers have successfully and seamlessly tied thousands of products in with one another. The best marketers sell you something (Coke, Budweiser, or a BMW perhaps) without you even knowing by building an emotional connection between you and the product while you think you are simply watching your favorite madcap group of tele-friends ham it up while you sit on your couch or the newest romantic comedy in the theaters.
This ad, unfortunately, is clumsy, overt, and more awkward than me in eighth grade.
Tie-ins do not work if the audience notices them. I am not the only one who knows this. I promise the folks behind this ad know it, which is what makes a fumble like this so confusing. Television ads are not cheap. Producing them is not especially inexpensive either. To me, the biggest problem with this ad is the waste and disconnection from the current situation of potential consumers.
How far could those same marketing dollars have taken either company if spent on a new, vibrant, creative social media push?
Ads like this make me question how much marketers have really learned over the past decade. This spot smacks of the lazy, money-blowing old guard. Companies cannot afford to treat their marketing like this anymore.
The American auto industry collapse provides constant examples of what not to do while your business model evaporates around you, and one of those lessons is “Do Not Waste What Money You Have on Television Ads Just For The Sake of Having Them.”
Hollywood is definite offender. The American film industry can complain about how nobody goes out to see movies anymore, but Avengers and fine films like Midnight In Paris are proof that audiences will still spend money on GOOD movies. The extra cash to toss away on crappy films has gone away, which means that it is more important than ever to put a thoughtful marketing push behind any given film. This ad is proof that at least one person hanging around the upper strata of Hollywood still does not get it.
Posted by Jeff Osborn on June 20, 2012
Subway and and Quiznos must be trying to outdo each other in a self-imposed “disgusting looking sandwich” competition.
Until a few days ago, it was difficult to imagine a more revolting sandwich to look at than Subway’s new line of avocado disasters.
Quiznos obviously saw those sandwiches as more than a series of unappetizing poor-judgement calls. The big Q saw them as a challenge, one they could not let slide by without responding to.
One reason I did not include the T.V. ad I first saw is that it might make you vomit on your keyboard, ruining it forever. These images, I hope, will get across the horror that is Quiznos’ newest sub. Just know that the T.V. spots are only more effective in that after viewing, you will want to eat one of these sandwiches even less than you do right now.
I am not just disappointed by two fast-food chains I used sink a lot of money into making menu and marketing decisions bad enough to be indicators of a total lack of understanding of what (eternally hungry) people would like to eat. I am disappointed even more by the fact that the companies that made Jared and fuzzballs with teeth household names are now producing marketing this out of touch.
Since Subway and Quiznos have apparently abandoned the age-old, battle-tested marketing stance of “trying making your product look good” for the less-traditional approach of “trying to make your product look as terrible and as undesirable as possible,” here are better T.V. spots from both:
Final Comment: I don’t always complain about the marketing direction taken with sub sandwiches, but when I do I harp on the same point tirelessly.
Posted by Jeff Osborn on June 18, 2012
Did this trailer make me want to see the movie?
I did end up seeing The Help, but not because of the trailer. I can imagine that this trailer was effective on some people, but I remember seeing it and declaring no interest in seeing the film. I finally saw The Help (on DVD) because so many people that I knew liked it so much.
The trailer for The Help is my least favorite type of trailer, and is usually not very effective on me. By “Type of trailer,” I mean the kind that tells the entire story in two short minutes. Those trailers turn me off right away. The film could be about ninjas on the moon battling aliens from the future with martial art AND their intellects, and a trailer like this one would cause me to suddenly lose interest.
I did like that the trailer was sprinkled with humor, which turns out to be one of the best parts of the film itself.
The trailer also gives the viewer glimpses of a potent performance by Viola Davis. If you watch only her clips carefully the trailer starts to become a lot more effective.
Was the trailer effective as a commercial?
I would say, yes.
Like I said, this type of trailer is my least favorite. But there are plenty of people who can see past a boring trailer to the heart of the story.
I believe the scandal, humor, and subject matter probably attract people at a higher rate than the trailer as a whole repels them.
Posted by Jeff Osborn on March 20, 2012
I cannot be the only person noticing a flood of commercials featuring people doing things you never see them do in real life. One of the most obnoxious to me, is this Hyundai commercial from Christmas two years ago:
Hyundai might want to appeal to people like the ones in this ad, but they probably do not. Likely because people like the ones shown in this commercial are usually too busy walking or biking places or planting urban gardens or buying non-prescription fashion glasses to drive any car. Let alone a Hyundai.
I liked the premise of the commercial, but I was annoyed by the disconnect by the story it was trying to tell and the product it was trying to sell.
Keeping in mind my discussion about consistency from last week, what business does Taco Bell have depicting a guy like this as a customer? There are probably a few, but that is not Taco Bell’s core customer base. But not a lot.
First of all, I have never seen a Wendy’s that busy. Ever. Second, people inside Wendy’s restaurants are usually a lot older, and sadder looking.
There are several more offenders, including many McDonald’s offenders from when they launched their McCafes. I cannot seem to find my favorite examples right now, but I will add them to this post as I collect them.
Posted by Jeff Osborn on March 14, 2012
I have not seen the film, but this trailer sure made me want to.
Yes, this film came out long, long ago. But I saw this trailer for only the second time tonight before Contagion, and was captivated by the shots, narration and glimpses allowed the audience. I have not read the book and I do not know much about the story. I am not a fan of Sandy B, or even Tom Hanks for that matter. But something about this trailer was really compelling to me.
I think it is just a really neat, concise piece of storytelling. This trailer tells its own story. One that is fascinating, funny, emotional and personal. But the story the trailer tells is incomplete. It is a mystery.
And to solve the mystery, all you have to do is watch the film.
And (yes, there is another “And”) the film promises (according to the trailer, anyway) to provide more of the things you loved about the trailer in addition to answering all of your questions and completing the trailers story.
Note: I happened to be out of the country when promotion for Extremely Loud and Incredibly Close was in full swing, as well as when the film came out. Actually, I missed the marketing for most of 2011′s Oscar nominated films. So, starting today, I will address trailers from all ten nominees for best picture. I am a little late (ideally, I would have started this ten weeks before the Oscars), but I am still going to plow ahead.
Up next: The Help
Posted by Jeff Osborn on March 13, 2012
Too bad this commercial is for another way to watch TV. Otherwise, I love it!
Posted by Jeff Osborn on March 12, 2012
Google + is doing a lot of things right. This commercial, which I saw first on Christmas day, is one of the may examples.
Posted by Jeff Osborn on March 7, 2012
This commercial for “Johnson’s Baby” is an excellent example of pulling off a a perfect concept perfectly.
There really is not much more for me to say.
Johnson’s got an idea from their marketing firm and let them carry the ball up the field. It is difficult to run a good idea through all of the middle-men, higher-ups and lawyers and have it come out the other end looking like the same good idea that went in.
I was struck by how squarely this commercial hit the nail on the head, and simply wanted to applaud it. That is all.
Posted by Jeff Osborn on February 27, 2012