Ok, I don’t work in advertising, but I think I get the basic concept. You make a commercial that makes me want to buy your product, I buy your product. But I just saw three commercials in a row that fail the test. Big time.
First, The Warrior’s Way. Apparently its a movie about a ninja that comes to the wild west? It could be fun, but they keep advertising it by using the same damn quote “Ninjas, damn”. If that’s the best writing you’ve got, I’m saving my money.
Second, Burger King’s “helping hands”. I like BK. I like the chicken sandwich. On a day where I skipped breakfast, I could see myself eating two chicken sandwiches for the price of one. But this commercial makes me not want to eat it. Its moronic. If you bought two sandwiches, why wouldn’t you eat the damn things? Why wouldn’t you eat at least one before going to play tennis or out to the dance club? Why? Because you’re a moron. So BK’s message is, buy two chicken sandwiches like this moron. Be just like him, the moron. Nice job there BK.
And last, the Schick Hydro. A commercial where everything that touches this guy’s face turns to water. A kendo stick, his girlfriend’s nightie, a street hockey ball, a boxing glove. Is this a good thing? Is this what I want? Hell no. What happens when that same girlfriend kisses the dude’s cheek? Does her face turn to water? Take the concept to the next step. Every time its terrible. It does not make you want to buy the product. It makes you sigh and shake your head. Probably not their goal.
Long story short, your advertising sucks. Get off your ass and do something that doesn’t suck.