Aspiring Evil Genius @ Work

Sam Elliott was on the radio talking about Coors. I went to the fridge and got one. It was an ad - he didn't say 'drink one', but I did. The ad worked.

It wouldn't have worked if I hadn't thought to stop and buy some on the way home from work yesterday (long day at the end of a long week), and it might not have worked if I hadn't just had a great hot dog from Taste of Chicago in Meridian - so that ad had to be part of a larger awareness of the product.

Contrast that with the recent TV ad for Sensodyne toothpaste. I've never used it and never really considered it, but a clear explanation of just how it works made me want to try. Although I was aware of the product, I didn't buy it the day before and there was no urge to go use it right then, but the next time I'm in Walgreens I'll probably buy some. At 40, it's hard not to have some sensitivity. (see the key to Walgreen's growth).

Sensodyne was able to build a level of trust using the same traditional 30 second TV spot that advertisers are moving away from because of decreasing effectiveness.

Hmmm - how'd that work?

The sensodyne commercial had one guy clearly explaining the problem that causes sensitivity and how their prodcut worked to fix it. One simple animated graphic - no explosions, naked girls, catchy music or try-too-hard quirkiness. So if simplicity works, why are 30 second TV spots falling out of favor?

Explosions, naked girls, catchy music and try-too-hard quirkiness.

The same advertising agencies that talked clients into spending millions to get attention on TV are now telling their clients to spend millions to get attention without TV because what they did to TV ads turned people off. And the agencies are complaining about how they have to work so much harder for their money now.

Radio can work, TV can work, social media can work, guerilla marketing can work and even newspapers can work. Just say something worthwhile and don't compensate with distractions and attempted excitement. Sure, that works sometimes, but not consistently and not for long.

And there's only so much Sam Elliott to go around.