I can't remember the name of someone I met yesterday, but I can remember that Royal Pudding is rich, rich, rich in flavor and that you should see the USA in a Chevrolet.
TV ads are post-its for the mind - but not all of them stick. AT&T's campaign to reach out and touch someone made me reach out for a tissue - not a phone. Budweiser's Clydesdale horses pulling a sleigh through wintry snow made me feel warm all over - not thirsty for a cold beer.
Peyton Manning has recently become a product spokesperson. He combines a winning reputation with guy-next-door looks. Standing on his doorstep, wearing a robe and sipping coffee, he's an adorable post-it; but the product he's speaking about didn't stick in my mind.
Lots of movie stars do voiceovers for commercials; but by the time I recognize the voice as Lauren Becall's or Donald Sutherland's, the commercial for whatever is was is over; and the product didn't stick.
Supposedly there are such things as subliminal ads, ads which connect with our subconscious. When I buy lavender-scented litter for a cat I don't have or Disney-decorated, disposable diapers for my dog, I'll be a believer.
Until then, I'll believe in visual, subliminal advertising - otherwise known as product placement. TIVO can take the ads out of a television show, but it can't take the Coke out of the doctor's hand on "Grey's Anatomy" or the Ford convertible out of the detective's driveway on "CSI:NY".
Laundry detergent manufacturers wouldn't want to take their ads out of morning television and beer brewers wouldn't want to take their ads out of sports shows. Advertising is both time and program effective. Based on this fact, Viagra should advertise on the late shows and Ambien on the late, late shows.
Every parent knows the effectiveness of ads on children's programming. When my sons were little, they thought the ads were messages from God. They were inspired to feed the hungry - themselves; and they were vociferously insistent that the hungry eat sugar-coated cereals - especially the ones in toy-containing boxes.
When you think of ads, you think of the Super Bowl. Although they're usually winners, I thought the Academy Award's Dove ad was the biggest winner that night. Because the ad had been made by the winner of the Dove ad contest, the viewers, the contest winner and the manufacturer all could clean up with Dove. |
