Piotr Jakubowski – Mind over Marketing


The Good, The Bad and The Ugly #8
March 25, 2009, 9:40 pm
Filed under: advertising, marketing | Tags: , , , , , , ,

The Good – Microsoft “Kylie”


One of the most recalled commercials so far in 2009 (Crispin had 2 or 3 of them in the top 10) this endearing spot is heartwarming and informative. Crispin is rebranding Microsoft not as the direct competitor to Apple, who have cornered the teen/college market, but as the easy to use family personal computer. Taking a step away from those terrible spots with Gates and Seinfeld, they’ve put together something that is both cute and brilliant at the same time. Bonus points to Crispin – not that they need any more.

 

The Bad – Comcast “Slowskys”


Definitely not as creative as the last batch of commercials coming from the cable provider, this spot is extremely literal. How do we represent slow? Choose the turtle. What do we have him do? Something fast. Oh yes, and he’s dreaming while waiting for something to load. Simple formula, which is why the spot gets is bad. Too simple. It gets old extremely quickly, and the extremely literal references don’t do the service any justice. Instead of making these cheesy spots I suggest two things. 1. Be a little more creative. 2. Actually work on your customer service.

 

The Ugly – Joe’s Crab Shack “Take your top off”


Oh yes, the crème de la crème of cheese. Seeing this spot a few weeks ago was quite disturbing. Not in a disgusting sense, but disturbing in the fact that Joe’s Crab Shack, a family chain, is alluding to “taking the top off”. Not only is the middle school humor inappropriate for the target audience (some parents may be turned off by this), but for the audience it is targeting (upper teens – lower 20’s) it is just lame, cheesy and actually not funny at all. Another example of a creative team that tried too hard to be “cool” and missed the goal altogether.

 

What do you think?

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