Ad Fatigue Jan 2, 2008Posted by magnostic in Advertising, Broadcast TV, DVR, Marketing.
Tags: AT&T, Chevrolet, Cialis, Nissan, overexposed TV ads
Whew! I nestled in for a long winter’s nap and the next thing I know it’s Jan. 2.
Why do some advertisers – particularly sponsors of sporting events – put their TV ads in such heavy rotation? I’m talking about the six-times-per-broadcast spots, the ones from which my kids are now reciting complete lines of dialog. And no, brand owners, that’s not really a good thing. Oversaturation is BAD, even for clever ads. After seeing the same spot a half-dozen times during a single football game, amusement leads to fatigue, followed by annoyance. What started as a positive consumer experience (Hey, funny ad) turns painfully negative (Not this again!).
Here are the worst offenders:
Chevrolet. “This Is Our Truck – This Is Our Country.” This tired John Mellencamp campaign is our Grand Prize Winner for a jingle that has jumped the shark.
Cialis. An uncomfortable subject made worse by endless overexposure during “family viewing” time. Really now, my 9-year-old son has enough phobias without having to fret about a future of erectile dysfunction. And this from my 16-year-old daughter: “ED is gross.”
Nissan. First with the Rogue, now with the Altima, these ads are creatively cool yet annoying in their omnipresence. Worst sin: They made me sick of The Clash!
AT&T Wireless. The wireless carrier gets some credit for at least offering a series of different spots in its “Seamless World” campaign, which features mash-ups of city names like Philawarepragicago to demonstrate, I dunno, how mobile we are. But the punch lines wear off quickly. And for this they’re anointed Marketer of the Year?
I’m sure there are others, but I’ve purged the evil brands from my consciousness (and use my DVR whenever possible to avoid them). Take that!