Labov & Beyond, a local firm that is hq'd in Fort Wayne, has a blog that they maintain. This week they picked up on a tv spot for US Cellular which I saw this week then forgot about it.
In a second, I'll share with you what they wrote, but the main problem I see, is it is forgettable. It does nothing, says nothing and does not distinguish the company from their competitors. How do I know?
Do this simple test. Watch the ad and then substitute any other cell phone company in there and you'll see it is simply a generic ad for a cell phone company.
Heck, take it a step further, you could make it an ad for shoes, or balloons, or toothpaste, or eye surgery and keep the video, just change the audio. That's a stupid ad.
Here's more:
Adventures in bad ads
OK, we’ll admit: The all-too-common site of someone walking just about anywhere in public, jabbering away loudly on a cellphone, bearing all sorts of details and insights into their personal or professional lives that we need not know about, tends to illicit one of two reactions from us:
1) Indifference
2) Outright hostility
It most certainly is not happiness. Especially if we’re already in a bad mood to begin with.
Which is why this sappy ad from U.S. Cellular grates on us so much. And we have a feeling we’re not alone. Another part of the problem is that the ad offers no product advantages or differentiating factors to separate U.S. Cellular from its competition. If the mere act of walking down the street will make the world smile, why would it need to be on a US Cellular phone?
Bad ad all around - especially because you will generate active negativity in those who view it (in the form of someone who, oh, feels compelled to go online and rant about it) as opposed to the afmorementioned indifference or even passive negativity.
Harumph.
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