Last night was another round of good, bad, and ugly in my marketing class. This week we did strictly videos and many of the students brought in great examples. We talk about various marketing concepts and how they apply to these advertising samples and it is always a fun exercise.
The video below was brought in as a bad example. There is always the most debate over the bad and ugly whether they are truly bad or ugly. We talk about how some commercials can seem good to some because they are part of the target market, but others who are not part of that target may not find a certain advertisement appealing.
The commercial below was presented as a bad example because the message and focus weren’t quite clear until the very end. Bad because it might create confusion. I think there are many ads out there that sacrifice clarity for humor. Sometimes this can work and sometimes it doesn’t. Watch this clip and let me know what you think:
{ 3 comments }
This was a great example of a bad commercial for the following reasons.
1. Agree the message was not clear.
2. Wonder if it could cause some culture confusion.
3. Why would we be kind to a smoker in a situation like this when this man is negatively
the health of the other passengers?
4. The feel of the commercial is flat. A little like “so what?”
Thanks for this great share.
Lisa
Lisa – Looks like you agree with a lot of the points that were mentioned during the class that this was presented. #3 is a very interesting point, the commercial ignores the dangers of 2nd hand smoke. I get what they are trying to do, I just think they could have done better.
Thanks for the comments.
Jennifer
They took way too long to build up to what is ultimately, a disappointing punch line.
I agree with all of the other points and about 2nd hand smoke but I think the people that developed this were trying to go for funny and thereby, ignored everything else.
Ultimately, this must not have been market tested because if it had been, it wouldn’t have been run. That is the danger of being too close to a project and not engaging your audience!
Jen
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