The problem with a spot like this is that it promises nothing that is RELEVANT to viewers. It's a complete waste of their time and the station's inventory.
Think about this: Should a car dealer run an ad touting that their freshly relandscaped lot will become a destination for people who love Palm trees and water fountains?
1. It's a "teaser" spot. It does this by promising transformation.
2. The transformation is relevant for their local market because if you live in Chicago you are familiar Ch 2. This is context.
3. I've launched a ton of products/repackages/etc and there are always spots you run well in advance of the launch. Those spots aren't designed to offer details - they're just conversation starters (between station and viewer).
Let's see what they do next. Then we can all pretend to be smarter than them and judge the TOTAL effort.
The thing that bothers me about this blog is all of the so-called experts weighing in about the effectiveness of a spot. These opinions formed without one iota of understanding of the circumstances or strategy.
I completely agree. One spot does not make a campaign and many people like to make judgements based on one spot.
I think this spot is visually interesting, has me wondering what the plaza is all about and looking forward to the launch.
Now, I'll tell you what... if this happens to be the only spot they ever air and they mysteriously never, ever explain or show us the plaza -- ever ... well, then darn - I guess we can complain then.
Until then - lets enjoy it for what it is - a teaser spot.
11 comments:
I was waiting for the arboretum sponsorship.
A "metamorphisis" is coming? Is that like the plague?
Well. I'm not sure how I'd do it different. But I'm not really a fan of this one.
Just noticed the CBS eye is on the butterflies thought. :)
I live in Chi, so I've seen the promo. Not bad, but..."Downtown Destination"? Wha..? Just cause they'll have a streetside studio?
i like it and would definitely tune-in to see the "metamorphisis". it better rock!
If it's a destination they must want people standing outside a window studio???
The problem with a spot like this is that it promises nothing that is RELEVANT to viewers. It's a complete waste of their time and the station's inventory.
Think about this: Should a car dealer run an ad touting that their freshly relandscaped lot will become a destination for people who love Palm trees and water fountains?
Pretty spot. Crappy message.
COMPLETELY disagree with the comments above.
1. It's a "teaser" spot. It does this by promising transformation.
2. The transformation is relevant for their local market because if you live in Chicago you are familiar Ch 2. This is context.
3. I've launched a ton of products/repackages/etc and there are always spots you run well in advance of the launch. Those spots aren't designed to offer details - they're just conversation starters (between station and viewer).
Let's see what they do next.
Then we can all pretend to be smarter than them and judge the TOTAL effort.
The thing that bothers me about this blog is all of the so-called experts weighing in about the effectiveness of a spot. These opinions formed without one iota of understanding of the circumstances or strategy.
And scene...
(climbing off the soapbox)
Right on!
I completely agree. One spot does not make a campaign and many people like to make judgements based on one spot.
I think this spot is visually interesting, has me wondering what the plaza is all about and looking forward to the launch.
Now, I'll tell you what... if this happens to be the only spot they ever air and they mysteriously never, ever explain or show us the plaza -- ever ... well, then darn - I guess we can complain then.
Until then - lets enjoy it for what it is - a teaser spot.
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