Have you ever experienced this:
The other day I saw a very funny commercial. It was well shot. The casting was excellent. And the dialogue between the two, very antagonistic characters was worthy of Raymond Chandler.
It had a simple, clever idea – usually the basis for an award-winning ad.
The trouble was, the copywriter was just being “too clever”, as my advertising mentor used to say. The witty dialogue made a good, strong point. But that message wasn’t locked into the product name. And it should have been.
The result was that no “branding moment” took place in my head. So I didn’t remember the name.
Thanks for entertaining me, Mr Advertiser, whoever you are. I hope, next time, your copywriter will make me remember your name.