[video] Antigua Tourism – A Truly Passive/Aggressive Commercial – Expert Marketer Tim Burt Reviews

First, the commercial:

So…do you want to spend a relaxing day on the water, or race a massive yacht? Looks like the same boat. Pick one.

This video is a classic example of why you should only have one message in your advertisement.

The first 40% of this advertisement is about the serene, relaxing experience of a romantic cruise on a yacht in the Caribbean. Sounds and looks charming.

The last 60% describes how you’ll be “pulling a line” and even “steering the boat yourself” in a two-boat race around Antigua. If you’ve ever wanted to do that, here’s your chance.

The problem? The last 60% made me completely forget about the first 40%.

The strongest message of the two in the ad? The yacht race.

So, let’s look at this from the consumer’s point of view.

If I’m looking for that relaxing cruise, once the mad yacht-race portion starts, I’m gone.

If I’m looking for exhilarating adventures on the water, I may never make it to that message because of the “relaxing” aspect they’re selling.

This should be broken up into two separate advertisements. One for each respective division of their services.

As a technical note, it would help if a graphic were on-screen throughout with the name of the company.


About timburtmedia

30,000+ ads globally. Commercial Advertising Marketing - world-wide audio producer, voice-over talent, copywriter.
This entry was posted in Advertising, Advice, Commercial, video and tagged , , , , . Bookmark the permalink.

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