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October 15, 2009

Ad Industry,Brainfood,Creative,Insight,Mobile,RAF,TV

Been watching a lot of baseball on TV recently, it being the playoffs and all. Been seeing a lot of commercials over and over again, too … it being the playoffs and all. I like that there’s new work out, and some of it is pretty good. I just wish there was more of it to go around. Either that, or we need cool new ideas to get us through the inning breaks, like a “yo mama” contest between the managers. Tell me you wouldn’t stay tuned for that.

Bottom line? I don’t care if it’s the best spot I’ve ever seen in my life. Show it to me 20 or 30 times a night for a week straight, and it’s gonna start to suck. Am I the only one who thinks a media buy the size you see during the playoffs would support, if not demand, multiple executions for a campaign? How does this not happen?

Here’s a helpful Playoff Baseball Advertising Formula, humbly submitted:
staggering # of time slots / limited # of brands / minimal # of executions = burnout

My thoughts on the work from Round One:

  • I want to like the Blackberry ads more than I do. Maybe it’s the weird cover version of “All You Need is Love”. Maybe it’s that I only get to see the Blackberry actually doing something in, like, two edits of a 60-second spot. Maybe it’s the fact that I feel like I’ve seen this idea a million times before. Whatever it is, I wish it wasn’t a :60.
  • Staying with the handheld device category, I have fewer problems with the myTouch work, other than the exquisitely uninspired product name (which I mentioned, incorrectly, in my last post). I like the SNL veterans ensemble (note to Chevy Chase – the one character you seem to know how to play was funny in the ‘70s, funnier in the ‘80s, a lot less funny in the ‘90s, and is now just excruciating). I like the music, too, but I have to wonder what Cat Stevens/Yusuf Islam’s price was to sell out. Wouldn’t have expected that one. The first spot with Phil Jackson and Jesse James is also good, but they’re both pretty much saying the same thing: “See? Different apps in motion? White psych? The name? We’re just like Apple!”
  • But speaking of Apple, they don’t always win. I’m not usually a huge fan of trying to call out a competitor’s advertising your own work, but the spot from Verizon taking on AT&T Wireless and the iPhone is great. They take direct aim at the iPhone’s singular competitive weakness – the painfully underwhelming 3G coverage from AT&T – and crush it with a payoff line that delivers a nice, big “eff you” to iPhone and its advertising: “There’s a map for that.” Love it. You sank my battleship.
  • I’m not sure, but I think there’s a new George Lopez talk show coming on TBS. What happened, folks? Have a bit of time left unsold? Do you have anything ELSE to promo? Please? Isn’t there an upcoming re-run of “The Office” or a “Family Guy Weekend” you can tease me with? No?
  • The new Marines stuff is pretty cool. Awesome editing. In fact, I do believe a Jay Advertising old boy named Justin Baum is currently working on that business down in the Atlanta. Go, JB!
  • Like the Bing work, too. Great theater, meaningful payoff. The first time I saw it, I wanted to back it up so I could watch it again, but I correctly assumed that it would re-appear soon.
  • This is probably worth its own blog, but can we talk about the Arby’s media strategy? I can get on board with a bookend strategy that shows me two spots at either end of a commercial break. Two different spots. Arby’s runs the exact same spot at either end of the break, and it’s a teeth-rattling retail number targeting everyone looking for four roast beef sandwiches for five bucks. I’m sure they have a good reason for the strategy, but I sure wish they’d produce a companion spot. They can’t be that expensive.

Round Two starts tonight. Fox coverage joins the party tomorrow. Here’s hoping for some great games. And new spots.