First, the video:
The Good News
The first 13 seconds of this commercial actually gives you an additional reason to use FreeCreditScore.com.
The wife’s reaction to the positive and negative effects of using the sliders reinforces what the audience should doing on their own regardless if they use the website or not.
This is a great use of subconscious “bonus content”.
Raise your credit limit? Score goes up. Etc.
Then, The Unexplainable.
“What does this slider do?”
Cue “Fancy Bear.”
As I Have Stated…
You cannot have two completely unrelated items in a commercial, try to force them together, and have it be effective.
This commercial makes that point with a sledgehammer.
Exactly what is the purpose of the talking bear?
It serves no purpose, other than to “entertain”.
And I’ve also stated that commercials are either “effective” or “entertaining”. Rarely do the two ever meet.
And they certainly don’t here.
This is an example of what to do and what not to do all wrapped in 30 seconds.
If You Were To Poll A Focus Group…
about this commercial, I’ll bet you the top comments (in regards to what the audience can recall) would be:
- the talking bear
- the “porcelain poodle” line
- maybe the way the bear was dressed
I find it hard to believe that a majority would tell you “FreeCreditScore.com“.
If the audience cannot recall the name of the business, it’s game over.
The Most Memorable Line From The Bear:
At the :20 mark: “This…should be in the trash”.
I couldn’t agree more (well, the last 17 seconds of this commercial, anyway…the first :13 were informative).
Plus the disclaimer at the end: “Fancy Bear slider still in beta”. How this commercial got past that point is utterly beyond me.
Continuity Across All Platforms.
Remember the goofy trio of musicians who sang the “Free Credit Score” song? They’re still on the FreeCreditScore.com website.
No sight of the bear.
If you’re going to commit to the “Bear”, then have it on everything.
Since it’s not, that tells me that this particular advertiser isn’t serious about their image at the moment.
Which begs the question: why should the audience take them seriously?