I love this new campaign from WKYC in Cleveland. They've latched on to a feeling and are selling their product through that filter. Well written...well shot... these are really different from your typical news promo.
Reminds me of the Graeme Newell speech below.
Check it out and let us know what you think.
6 comments:
promise of coverage didn't come until :45 in. Ok, you're showing me the city I live in. Why hide yourself to the back end?
This isn't the Travel Channel.
This is awesome. No mention of breaking news, only on, helicopters, weather computers, HD, investigations, and all the other shit that we've heard a million times before. These spots involve emotions which is much more powerful than the other crap out there. Maybe I should move to Cleveland.
love these, really captures the emotion of the city and can make you proud to be a part of it.
also love the "c the possible" play off wkyc.
wonder if this tone is reflected in the newscasts? If not, it won't work...
cleveland sucks, but these promos are great!
The renaissance feel of these tied in with the smooth graphics and clever "c" messaging really puts them at the forefront. Good image, but what does their news do?
This is a big problem that this blog and this industry needs to address.
Our spots need these emotions but the majority of news stations can't sustain a product chock full of happiness and civic pride. They have to do crazy breaking news and constant hype or they don't get the ratings.
So we either end up with promos that don't reflect the product at all or promos that reflect a product increasingly deemed irrelevant and mocked.
i like the first and last the best, but mostly because they are focused on the city and the viewers. don't have any issues with the station coming in at the end. the ones with the talent were okay, but the talent felt a little stilted in their delivery.
agree with last poster that it could be an issue if the newscasts don't support this theme - if they do business as uusal (murder, accidents, babies living in filthy conditions, etc. - there will be a disconnect. but hey, you gotta start somewhere.
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