Television Advertising At Its Best
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Best TV Ad of the Year? They should have waited and aired the spot at the Super Bowl.
Television Advertising!
When it's good, it's great.
When it's bad, it can be ugly.
The near-brilliant Cingular Go-Phone ad campaign that has made its way to the forefront of most network television channels is an example of television advertising at its best.
The newest ad features a mother and daughter arguing about a new cell phone in typical made-for-television tones of frustration and revolt, except every phrase expresses the opposite emotion of what the body language and tone are saying:
The Concept: A sullen teen and her frustrated mom are arguing about Cingular's new cell phone.
Why It Works: Brilliantly conceived, written and executed, this ad turns the parent-child relationship on its head. Mom and daughter are going at it, face to face, but all the angry clichés are transposed. Example: After Mom slaps the phone into the daughter's hand, the teen whines:
"Why is it always what I want?" To which Mom replies: "Do you have any idea how much money this is not costing me?"
Pay Close Attention: If you're coming into this commercial cold, you may not pick up on the clever, twisted exaggeration right away. Hey, did the mother just say, "I have not had it up to here with you, young lady"? But after the daughter retorts, "Why do you insist on treating me like an adult?" you catch on.
The Gimmick: The ad is trying to show us how much better parent-child relationships can be if only we all would buy our kids a Go Phone. Uh-huh. We parents of teens know it's not that simple, but it would be lovely to think so.
The Result: It's one of the best new ads this year. Cingular should've saved this one for a debut during the Super Bowl. It would've scored high.
The premise is so simple I can't imagine it's the first time it has been utilized, but it feels so fresh that it just might be. I was genuinely delighted to follow the banter, despite having no interest whatever in Cingular's products.
I'm curious to see if they have any other ads planned based on the same premise?I imagine two twenty-somethings (or is that demographic too old?) sitting in a car griping, "Man, every time I get more than 10 miles from town, my cell signal is still fabulous..."
Click Here To See The 30 Second GoPhone Commercial
Bonus Advertising Feature: Click Here!
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O. J. Cunningham |
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