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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