This commercial has a lot of good potential material, but it’s buried under too much copy, too many copy points, and a by-the-numbers production. This spot is supposed to be talking to people who are afraid to go the dentist…and about those persons’ feelings. But the opening line makes it clear this ad is about… Continue reading RADIO COMMERCIAL CRITIQUE: Dental Practice →
Lorraine Shaw submitted this radio commercial for a critique. The problem with this radio commercial is I don’t know what the heck it’s about. It tries to cram in far too much stuff (probably at the direction of the client). In trying to say too many things, it says nothing. If the Core Message is… Continue reading COMMERCIAL CRITIQUE: Roofer →
Here’s pretty much the same information, in e-book form.
This commercial makes a mistake that many recruiting campaigns make: It promotes the advertiser’s product, when they should be trying to entice the right kind of person to apply for a job. The spot refers to “customer service.” Being a good customer service rep has pretty darn little in common with loving to play video… Continue reading COMMERCIAL CRITIQUE – Recruiting Campaign →
Good: The voice over is excellent. It sounds like a national quality voice talent. The Rest: This 30-second spot tries to say so much that it ends up saying nothing: – Jeep is “the standard” – “The American icon” – Non-nonsense dealer – 3 models mentioned – Non-commissioned Jeep experts – Location What is your… Continue reading COMMERCIAL CRITIQUE – Auto Dealer →
Part One http://danodaymembers.com/members/audio/ODAY-RAA-JumpStart-Part1.mp3 Part Two http://danodaymembers.com/members/audio/JumpStartYourBusinessBrain-PartTwo.mp3 Part Three http://danodaymembers.com/members/audio/JumpStartYourBusinessBrain-Part3.mp3 Order the book. (It’s cheap, and it’s very good.)
It is not some question of “taste” or “propriety” that prevents my naming the advertiser. I simply don’t know the advertiser’s name. No matter how many times I listen to this spot, I can’t figure it out. If everyone in the targeted audience already knows the name of that business, then I guess that’s not… Continue reading COMMERCIAL CRITIQUE: (Sorry, I Can’t Name The Advertiser) →