Sunday, February 24, 2013

This Is Not a Microphone

Interesting spot out of Philly:




10 comments:

Anonymous said...

Love it. Great VO. A spot that makes me stop to watch and listen. Not too many out there that still do. Great work.

Anonymous said...

Love it. Great VO. A spot that makes me stop to watch and listen. Not too many out there that still do. Great work.

Anonymous said...

A news image that doesn't say the word Breaking, Coverage, Investigate! It doesn't even say the word News!

Great piece of out of the box thinking and well executed.

Anonymous said...

Love the visuals and out of the box thinking but in the end do you think its just a little self absorbed. Do we as broadcasters just think it cool because it makes us look cool. I am not so sure that this resonates with the viewers. I don't think they care about your microphone. If you take a second and watch it again it takes no stance just empty words about generic news gathering. Does your competition not already do news with microphones/batons too?

Paul Greeley said...

A simple idea well-executed. Terrific editing here. Like the commentor said, no mention of breaking news or any other clich├ęs. This shows that local TV news promotion can be creative and innovative and convey a clear message effectively.
What’s wrong with local TV news marketing? Nothing if you judge it by this spot.

Bravo.
Paul Greeley
Pgreeley98@aol.com

Anonymous said...

To the commenter who said "Do viewers care?" Maybe not, but this is better than most of the crap they are fed. Also, even if it doesn't resonate, what were they looking at as the main focal point for 30 seconds while hearing words like "trust". The station logo. Consciously, or sub-consciously, this kind of marketing works.

Paul said...

No one WANTS to be cliche. No one WANTS to be unoriginal. But just because a promo steers clear from popular trends does that make it MORE effective? This isn't a comment on this promo, but a reaction to the comments.

Does anyone say, "There goes Nike, using a professional ball player to pimp their product... AGAIN!"? Nike plays on their strengths and uses them to entice consumers into joining their club.

To your points, I also cringe when "live as it happens" and "breaking news when you need it" are shouted from the mountain tops, but does that ultimately mean that type of message should be absent from news marketing?

I think there is a difference between lazy writing and cliche concepts. My take, cliche concepts are usually proven marketing techniques. Are you going to tell car manufacturers to stop promoting speed, style, durability and reliability?

If your game and your aim is "breaking news," I wouldn't be afraid to say it or showcase it. Just don't be lazy about it.

Anonymous said...

This is great advertising.

Laurel said...

This is the best spot I have seen in a very long time. Producers, great work.

Huss said...

This... idea is being stolen... uh, I mean adapted. Yeah.