Marketing

Magic And My Favourite Commercial

A few weeks ago, I wrote about the Capitol One slogan “What’s in your wallet”.  I posted a couple of the company’s commercials starring David Spade which are hysterically funny, and mentioned that I wasn’t a huge fan of the rampaging Vikings they also use in their commercials.

CardioGirl asked the following questions:

“…Remember the FreeCreditReport dot Com band? I liked that but now they’re looking for a new band. Do you think there’s consistency there? And how do you drop one campaign/style and move to the other without losing your audience?”

First off, CardioGirl, I think I love you.

I don’t know if changing the FreeCreditReport dot Com band will kill the campaign. I think they’ve garnered quite a following, and I personally think their front guy is pretty cute. In any case, it got me to thinking about marketing campaigns and commercials and how sometimes a company holds fast to the elements and message of an original campaign, but still doesn’t manage to capture the “magic” of the original commercial.

For example, I love the following commercial. Yes, I can definitely relate to it. Yes, there have been times in my life where I have been “Deb”. Too many times, really. Anyway, it kills me every single time I see it.

Yet their subsequent ad, using the same actress, Anna Silk, the same environment, the same message, didn’t have the same effect on me.

Funny, especially the “chicken or fish?!” part, but just doesn’t work as well. At least not for me, and, I think, not for others either since Nicoderm then changed up the commercials. What do you think?

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  • I like Anna Silk! She’s great! There are some ads that are brilliant, but don’t hold up for me after I’ve seen them 200 times or so.

  • Isn’t she?! The part where she yanks the curtain open starts me giggling, but when she huffs out a “Gaw!” after telling the guy the seatbelt sign is on, well, it slays me every single time. I do the exact same thing when I’m frustrated.

  • I had never seen either of these ads before and think they are both hysterical. My favorite ex husband was married to a flight attendant and I could see her acting exactly like this when she needed a cigarette! LOL!

  • Brookeamanda

    Those commercials are great! I hadn’t seen them before, either, but as an ex-smoker I can totally relate.

  • I think the first one in the post is best, but add chicken or fish to it! 🙂 And maybe put two beer bottles in her pocket and have her slide down the airplane chute?

  • i love funny commercials…and i know the freecreditreport (dot)com guys very well.

    one of their songs (jingles) gets stuck in my head constantly.

    i don’t love that!!

  • That’s the one complaint I’ve heard repeatedly about those FreeCredit ads. The jingles become earworms and annoy the hell out of people. In marketing terms, though, that does make it effective and a success.

  • Katherine, that would be HYSTERICAL! Darn, I wish I’d thought of it! 🙂

  • horribly successful!

  • I’m glad you enjoyed them! I wish I couldn’t relate, but I can. How long have you been “clean”? 🙂

  • I’ve not seen neither commercial either (neither, either?? – whatever), probably because we get mostly U.S. feeds. I think the first was better than the second. You’re right – it doesn’t have the ‘magic’.

    Speaking of commercials, did you ever see the parody of the HTC “You” cell phone ad on theRick Mercer Report? I know it’s unrelated, but it’s hilarious http://www.youtube.com/watch?v=XSKz5D2EPys

  • I actually REALLY like BOTH of those commercials. Especially since I am REALLY sick and I haven’t been able to smoke for three days. And, I am ready to KILL someone.

  • Mikewj

    I feel the same way about the new Old Spice ad campaign with the ripped guy who magically moves from one activity to the next. The first commercial really “wowed” me (and lots of others), as much for its writing as for the eye candy and the special effects. But the subsequent one, while funny, doesn’t do much for me. It’s not as well-written, and it’s lost its uniqueness, I guess. And then there are those commercials for Progressive Insurance starring Flo, the helpful, perky store clerk. They were funny at first, but now they just irritate me and I tune them out.

  • Nonamedufus

    I think both commercials are great. I howled the first time I saw the first one. Here’s one for you that I saw for the first time last night…the Clean Your Balls commercial from Axe. My jaw simply dropped. http://www.youtube.com/watch?v=6IMwuwrkd3s

  • Hilarious! I’ve said it before and I’ll say it again, I wish we had funny commercials like these. Then again, we hardly even have TV so I guess I should be grateful for the little things.

  • I guess it was another case of the sequel not being as good as the original!

    I hadn’t seen that before, thanks for the link – it was hilarious!

  • Oh no, poor you! I hope you feel better soon, and I REALLY hope you don’t kill anyone! I know exactly what you mean though…

  • You read my mind! I thought of both of those as examples too, but Deb is still my favourite so I axed the other two. It’s funny, with the Old Spice guy, how quickly he lost that uniqueness. Like you, the first time I saw it I was impressed with how completely different the commercial was. When they came out with the sequel it had already become old hat. As for Flo, she went from endearing to annoying even quicker than my ex-husband!

  • OMG! LMAO and then some!!! That is so freaking FUNNY! Brilliant! Thanks for sharing!

  • No funny commercials and barely any TV?! What kind of a place is Finland?!?! I knew that stuff about Finland being the best place in the world wasn’t true!!

    Seriously, I thought Europe had tons of funny, risqué commercials that would never be allowed in prudish North America. Don’t you have any of those?

  • I’m on the verge of committing homicide!
    Stupid bronchitis.

  • Check out the long version of that one. Still funny!

    http://www.youtube.com/watch?v=ncgDxWYpZbc&NR=1

  • Ha, ha, ha! The (short) version I saw showed the black guy in the audience holding the sack of balls, right at the end of the commercial, saying, “What about my ball sack?”.

    I fell off my chair.

  • Well… We have this one commercial where a woman is standing in front of a mirror in her underwear, and rubs butter all over her body so she can fit into her dress. Does that count?

  • Um. No.

  • Mikewj

    You forgot to add “that bastard!” to the end of the last sentence.

  • No I didn’t 🙂

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