Friday, May 18, 2012

This Is Home

From WSMV:

7 comments:

Tim S. said...

Beautiful visuals and great editing. The only thing that throws me off are the people looking into the camera. Caught me off guard and it's kinda creepy...

Brian said...

It's really well shot and nicely edited on the whole, except for that creepy stare from Demetria right off the top. It just makes me feel realllllly weirded out!

Anonymous said...

This is home... the place where everyone turns to you in slow motion... and stares. (and possibly the first lady steals your soul).

Pepe said...

I like it, but the start was a little slow.

And I believe you would have to be in this market to know these people. But if the station and market is like some... then the viewers will eat it up.

But if they're the #3 station it probably would not be as effective since few viewers would know who they are.

Overall I think it's great.

Anonymous said...

The music choice is fantastic, and the footage looks really good. I think the visuals need some variation, though. The slo-mo head turns get monotonous (and yes, a bit weird). This strikes me as one of those "promotions just got a new toy" spots.

Anonymous said...

It’s a brave marketing executive at a local TV station that goes to the GM and says, ‘I want to do some :60 second music image spots with no shots of the talent, no news vans, and our logo is up only 4 seconds at the end. And it will help us build news viewership.’
I like this tune but the staged shots looked a bit forced after a while with the look to the camera which does gets creepy after a while.
Whenever I see these music image campaigns, I always think of WWL’s Spirit of Louisiana campaign. To me, that campaign is the gold standard by which all others should be judged. I am a witness to the effectiveness of that campaign over time starting at working for the competition in that market and then later working at WWL.
The key to the success of that campaign is that WWL had an emotional connection with its viewers and was the market leader. I wouldn’t recommend any station attempt this unless they wanted to build on and solidify their position as the market leader. The other key to WWL’s success with this campaign was to keep it going over many years by evolving the song and the video to keep it fresh. Credit goes to then WWL marketing exec Dee Joyce (now at CBS in San Fran, KPIX) and the guitar man and recent author, Stephen Arnold of Stephen Arnold Music. There’s a real good story there about the genesis, the evolution and the success of that Spirit of Louisiana campaign, and how it played an instrumental part in WWL’s news rating dominance for many years in Louisiana.
Yeah, so tell those GMs that done right, and by the right local TV station, those music image campaigns can help stations build news viewer loyalty.

Paul Greeley
pgreeley98@aol.com

Mark Ross said...

@Paul:
Actually, WSMV used all of their news anchors in this promo (I know one of them - used to work in my market). But I agree that the slo-mo look at the camera is creepy.