The song, with the bagpipes, comes from a local band called the Bosstones. The region has a large Irish/Scottish population and heritage, so the bagpipes certainly make sense to me. When you're up against the over-the-top "breaking news station" spots WHDH and WCVB put out, the difference in this promo, with how understated it is, will pay off for them in spades.
Thanks qunewsguy - I think that's really an excellent point. The music isn't my cup of tea, although i found it ok - but for the people of Boston - maybe it is perfect. What type of station uses freakin' bagpipes in a promo?! That is a very specific, bold choice to make a connection to those people.
Can you tell us how WBZ stacks up in the ratings? They are clearly working to set the station apart but it may be too soon to tell how it's working.
I've always been a fan of Wendy's work. No one can accuse her of doing the same old thing. To me, this promo creates a thirst for news, and suggests that WBZ is the place to quench that thirst.
11 comments:
What does this spot have in common with all the WCCO spots we all liked so much? CSD Wendy McMahon.
She's a promo goddess.
True. She's got something going on that I believe most promo people don't have.
And yes, that's talent - but it is also support from above.
I'd love to pick her brain someday. I'm totally impressed.
Not crazy about it. Nice concept. Bagpipes? Pretty grating at tag especially.
I woulda kept the concept going with video stills of anchors reporters news coverage rahter than type over black screen for the payoff.
The song, with the bagpipes, comes from a local band called the Bosstones. The region has a large Irish/Scottish population and heritage, so the bagpipes certainly make sense to me. When you're up against the over-the-top "breaking news station" spots WHDH and WCVB put out, the difference in this promo, with how understated it is, will pay off for them in spades.
Thanks qunewsguy - I think that's really an excellent point. The music isn't my cup of tea, although i found it ok - but for the people of Boston - maybe it is perfect. What type of station uses freakin' bagpipes in a promo?! That is a very specific, bold choice to make a connection to those people.
Can you tell us how WBZ stacks up in the ratings? They are clearly working to set the station apart but it may be too soon to tell how it's working.
The music actually comes from the Dropkick Murphys.
WBZ won 11pm in households last November.
Click my name for background info on the promo.
My bad on the band name... thought I remembered the correct one.
I thought that was the Dropkick Murphys. Wonder how much it cost to get them?
I thought it was beautiful, stunning, and risky.
Kudos for doing something different.
This promo just won a CBS Eye On Excellence award, kudos to them, good spot.
I've always been a fan of Wendy's work. No one can accuse her of doing the same old thing. To me, this promo creates a thirst for news, and suggests that WBZ is the place to quench that thirst.
Paul Greeley
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