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A voice over or text on the screen would help this a long way. Try introducing the viewer to the brand and message earlier. I didn't understand what I was watching until the splash page.Looks like an energetic bunch with a lot of personality, maybe try digging into that with something a little deeper than "summer fun." Try taking the shoot out of the backyard and into iconic, identifiable areas of your market.
Agree with the iconic areas comment. It also needs purpose. I know you were trying to be off the wall different. But let me see them laughing over a beer at an outdoor cafe, playing frisbee in the grass, being dumb and playing leapfrog. At least that resembles 'fun and off the wall' a bit more than 'we didn't know what to do other than make our talent act stupid'. Also, work on your exposure levels/shooting angles when working with the sun. Several shots in this should never have made air for that reason.
I'm just gonna take a guess and say resources may have been limited up in Rockford. It also appears to have been somewhat of a reactive spot. I.E., as if no time or advance notice was given for planning. I think it looks like it was shot behind their station, between commercial breaks. Still, its fun and way better than many -truly- awful spots that have graced this blog. Lots of room for improving effectiveness, but hey- good work.You'll never be strong if you don't have a weak reference point of your own...
I hate these people. They must be destroyed.
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