Where a copywriting service could have helped.
Monday, July 6, 2009, 8:28 PM
Many of you might have seen the commercial below for Glidden paint in recent weeks. It was a massive promotion: free quart of paint for anyone who wanted it, June 25 through July 2.
Too bad the commercial was ruined by a boring voiceover and an overused tune from Earth, Wind & Fire.
Click to play in new window:
Now, we understand that Glidden is all about preserving their 130+ year-old brand. From the advertising they've produced over the past few decades, there's no doubt that they're goal is to present themselves as a forward-thinking company with a premium-quality paint product.
Glidden's new commercial tries to reinforce that image, but unfortunately the strength of their promotion gets lost in the process.
Sure, the imagery is great, thanks to the brains at DDB New York and ETCETERA Amsterdam: nuns recreating the famous Beatles Abbey Road walk, dogs, bikers, pregnant women, the whole world reaping the benefits of this awesome promo with Glidden paint in hand!
But, is there really anything about this commercial that's different from the majority of ads on TV?
Perhaps it would have caught more attention if it had simply placed some on-screen text throughout the entire commercial? "Free quart of paint, June 25 - July 4."
Would the copy have had more impact if the music wasn't competing with it?
Would more people have known about the promo if the commercial had actually focused on it?
A lot of great ideas probably got lost in the making of this ad, which is unfortunate, because a few of us here probably would have tried Glidden paint for the first time last week if only we had noticed the commercial when it was actually on TV.
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Monday, July 6, 2009, 8:28 PM
Many of you might have seen the commercial below for Glidden paint in recent weeks. It was a massive promotion: free quart of paint for anyone who wanted it, June 25 through July 2.
Too bad the commercial was ruined by a boring voiceover and an overused tune from Earth, Wind & Fire.
Click to play in new window:
Now, we understand that Glidden is all about preserving their 130+ year-old brand. From the advertising they've produced over the past few decades, there's no doubt that they're goal is to present themselves as a forward-thinking company with a premium-quality paint product.
Glidden's new commercial tries to reinforce that image, but unfortunately the strength of their promotion gets lost in the process.
Sure, the imagery is great, thanks to the brains at DDB New York and ETCETERA Amsterdam: nuns recreating the famous Beatles Abbey Road walk, dogs, bikers, pregnant women, the whole world reaping the benefits of this awesome promo with Glidden paint in hand!
But, is there really anything about this commercial that's different from the majority of ads on TV?
Perhaps it would have caught more attention if it had simply placed some on-screen text throughout the entire commercial? "Free quart of paint, June 25 - July 4."
Would the copy have had more impact if the music wasn't competing with it?
Would more people have known about the promo if the commercial had actually focused on it?
A lot of great ideas probably got lost in the making of this ad, which is unfortunate, because a few of us here probably would have tried Glidden paint for the first time last week if only we had noticed the commercial when it was actually on TV.
Share this on:
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