Recipe Ingredient #1 To Make A Bad Radio Or Television Commercial: Ego.

This commercial demonstrates how a business owner’s ego will sabotage any chance of success an advertisement may have.

That same owner will then claim that radio and television advertising “doesn’t work”. Ugh.

THE FIRST QUESTION YOU SHOULD ASK YOURSELF IS:

Would I buy a car from these guys?

Me neither.

WHAT THIS COMMERCIAL DOES CORRECTLY

Nothing.

HOW THIS COMMERCIAL COULD BE IMPROVED

Not possible in its current form.

POTENTIAL LEGAL ISSUE

Let me first state, I’m not an attorney. But our “healin’ Reverend” could need more than a prayer if Captain D’s ever decided they were bored and wanted to reel in “Apple Auto Sales” for using their name as a landmark. Most likely, without their permission.

Remember: if you’re not sure you can legally use it in your advertisement, don’t.

WHAT I WOULD HAVE AIRED INSTEAD

When you’re trying to convince someone who currently is in financial straits that you can actually help them, the last thing you want to do is come off as cartoon-ish and insincere. Those individuals are genuinely looking to you for assistance. Don’t mock them (I’m referencing you, guy in the fake mohawk).

That said, why not try an honest, sincere approach? Take off the stupid wig, and lose the bad accent that comes and goes (which makes you stand out for the wrong reasons).

Talk to your audience one-to-one.

I’ll bet you any amount of money you’d like to lose, that our fearless “Reverend” (of which I’m 99.999999999% sure he’s the owner) said “I wanna write my own commercial! I got this great wig and funny jacket, and I’m gonna be ‘Reverend Rob’.”

Yes, the owner is paying for the spot, and can do whatever he wants (to a point, of course). The odds of successfully changing his mind about his direction of the advertisement are virtually non-existent.

Meanwhile, the poor Account Executive simply went along with this misguided mess from the word “go” to avoid extra headaches for (most likely) very little money.

You can see how well that turned out.

Attention “Reverend”: You’re not an actor. You sell cars, so just sell cars. Leave the crafting and delivery of your message to a professional.

UNBREAKABLE ADVERTISING RULE #1

Just because you can write your own commercial or advertisement, doesn’t mean you should.

Ego is hemlock to advertising in any form.

As I have said for many years to those who expressed a desire to “voice” or “star” in their own commercials: I don’t take my car to Jiffy Lube and then demand to change the oil.

There are so many of these on YouTube, I should start a separate blog just for bad commercials.

http://www.timburtmedia.com

About timburtmedia

30,000+ ads globally. Commercial Advertising Marketing - world-wide audio producer, voice-over talent, copywriter.
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1 Response to Recipe Ingredient #1 To Make A Bad Radio Or Television Commercial: Ego.

  1. Pingback: [video] Lou Fusz Chevrolet (St. Louis, MO) Car Dealer Commercial Critique – Advertising Expert Tim Burt Reviews | Tim Burt Discusses Radio, Tv, And Web Commercial Advertising

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