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VO-BB - 20 YEARS OLD!
Established November 10, 2004
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simonru
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 Posted: Sun Feb 18, 2007 10:18 pm Post subject: |
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| CWToo wrote: | | simonru wrote: | | CWToo wrote: | Some of my other favorite time-wasters in a spot include:
"Family owned since 1066" means nothing to the consumer.
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The consumer of what? And who is this consumer? |
I guess my point is that if verbiage in the commercial doesn't offer a benefit or solve a problem for the prospective consumer then it is just wasting time. There is a palm reader in Virginia Beach that has been in business since 1968, but I would wager that her "readings" aren't any more accurate because she's been doing them for 39 years. S.C. Johnson & Company promotes itself as a family-owned company but that isn't why I buy Pledge. I buy Pledge because it does a pretty good job helping to dust my furniture. |
Absolutely. I agree. I was told a lot of rules when I started as a copywriter... don't do this... do that.... but it's the understanding of why you should or shouldn't do things that opens up the possibilities of breaking those rules for the right reasons.
I guess your Palm reader could have done an ad about customers she saw in 1968 and what has happened in their lives... it would have said "established in 1968" but in a creative and compelling way. "I said this... and this is where they are now..... What Madame Simon said then, is true today" (Except they are all charletons and sheisters. )
I've recently done some work for a large company who wanted to say lots of boasting stuff about themselves in the ads. I kept asking them what it meant to the consumer. Then it got to a point in the meeting where the owner put down his pen and said "actually Simon there's something you may need to know..."
He then told me about how his business was aboput to be floated and this ad, although talking to consumers, was actually aimed at investors who needed to hear the stuff he wanted to say. My rule book kind of went out of the window for that campaign. It was about features and not benefits on that occassion.
Don't get me wrong... I hate phone numbers in ads, and "established in 2003" and loads of the cliches in radio ads. But I would always try to deconstruct and construct... like with cliches, is there a better way of saying it. Or is it actually an easy way of getting something across and I can get on with the real work of the commercial.
Always a radio commerial is some kind of compromise to Creative Desires, Client Wishes, Time Contraints and Broadcast Environment. All I can do is my best. |
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bobsouer
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Joined: 15 Jul 2006
Posts: 9883
Location: Pittsburgh, PA
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| Posted: Mon Feb 19, 2007 3:57 pm Post subject: |
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Simon,
You've just illustrated with that story, how vitally important the process of (as Roy H. Williams calls it) "uncovery" is. Had you not stayed at that client, past the first objection, you'd have never heard the real reason they needed to say what they did. And knowing the reason gives you the information you need to craft the most effective delivery of their information.
_________________
Be well,
Bob Souer (just think of lemons)
The second nicest guy in voiceover.
+1-724-613-2749
Source Connect, phone patch, pony express |
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