Thursday, March 5, 2009
KNBC: Fritz's New Partner
Ummm... I kinda like this and I kinda don't.
I love that it's not your typical promo. It works on so many levels.
My biggest problem is KNBC in Los Angeles seems very stuck back in the 70s. Listen to that music! A lot of their promos seems lke they're from another time.
Otherwise -- A+ for something new(that feels kinda old?)
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9 comments:
Silly and different. And obviously the music goes with the feel they were going for, so of course it sounds like the 70's.
I couldn't even watch the whole thing... it was that bad. What exactly is this? Where does it air? Is it for their website? Not at all effective in my opinion. Just weird. And really bad acting. Blech.
That's just odd. So, their weatherman is old school and doesn't use any current technology and that makes him great? I'm confused. Experience does make a difference... but shunning (even in a joking way) new technology just seems short sighted. Strange message.
Go dig up KOCO's (Oklahoma City) "Rick Said It Would" campaign to see this concept done right... some light spots; some serious spots - same message.
To be fair, this is L.A. we're talking about. Do you really need technology to see the five days of rain they get a year when you can tell it's coming a week out or the wildly-varying 10-degree temperature swings the area gets?
i.
love.
it.
very different.
and the 70's throw back is great...kind of a "mock-u-mentary" ...with a little "anchorman" feel.
bravo for thinking out of the box.
A+ for effort....C- for result. I watched it all the way through....and...until the very end where they make their point...I wasn't sure if the weather guy in the spot was supposed to be the 'good' wx guy...or the one the competition was slamming. As far as ridiculing the 'doppler'....that's kind of like saying 'who needs modern medical care...my grandpa used to cure that with oatmeal.' Not sure even LA viewers are buying into that...but, nonetheless, a well-produced effort.
Love the idea, but I'm with those that say the subject matter was the wrong choice. They all use technology. Viewers ain't that dumb. Perhaps telling us what you do with that technology that makes you better, or how your experience level works better with that tech?
I want to know the thinking behind this piece. What did they hope to achieve? Who is the target audience? On which platforms did it run? How did they measure ROI?
Everyone has doppler, but only KNBC has Fritz. And he doesn't need stinking technology to forecast the weather.
That's my take.
What does surprise me is the negative comments. I highly doubt it's running on TV when it's times out as 2:23 unless it ran as a pkg on the morning show and is available on their website. It's advertising and is memorable if you watch the whole thing.
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