Like everyone else on the planet I am haunted (like “A Haunting in Connecticut’ type not the other kind) by that damned Hyundai commercial with ‘Up on the Housetop’ as done by Pomplamoose (@pomplamoose). Listen, it is catchy, it sticks with you, but most of those in the advertising profession forget that those things alone don’t make for a successful commercial. If I asked you if you had seen that commercial with that Santa Claus song in it, you would go ‘oh yeah, damnit now that song is stuck in my head.’ If I followed it up with, do you remember what that commercial was an advertisement for, you would say ‘no clue, but damn you for getting that song in my head.’ Well, it would go something like that. Of course they have a few tens of thousands of fans on Facebook, MySpace, and followers on Twitter.
However, I am not here to bash a kitschy cover band with some clear talent that is having its song played to death with no one knowing who they are or what the commercial they are in is about. Nor am I here to bash Hyundai, wait… yes, that is what I am here to do. Hyundai and every other company that tries to fit their product into whatever holiday season it may be. Sometimes it is appropriate, other most times no.
For example, Patrick Cox of Tax Masters. You know the guy they shoot in profile, tight on his face that is covered by a red beard? Don’t you think this is just making his product and his image (that of the business and himself) look cheap? And what ass told him that his ‘good side’ was the right side? Pat, man, your commercials are CREEPY.
If you are going to do a national commercial campaign, at least make it look better than something we see when we accidentally tune past the public access stations.
Knowing the quality people in the industry and the people who pimp themselves out as producers and editors (and shooters, and grips, and etc) with no qualifications to do so, this cannot be professionally done. I am figuring that Patrick Cox’s son or daughter is responsible for the quality of his Tax Masters commercial.
Business people listen closely, just getting your name out there is not always going to lead to increased quality business prospects. Same goes for ugly websites or those that haven’t been updated in 5 or 6, 10 years.
Your image is everything in marketing. It is defined by the quality of the image you project and the quality of your product, IN THAT ORDER. It is sad but true.
So next time you see a terrible commercial that is trying to take advantage of whatever holiday is occur at the time, take a minute to email the company and tell them you think they suck. Maybe someone will listen, but probably not.