Polar Opposites in Advertising

There are currently a series of commercials running that are polar opposites in their effectiveness (from my point of view).  When I look at a commercial or listen to a radio advertisement, I do so from the perspective of both a potential customer and an advertising analyst.  I try to judge the the commercial on several levels.

Some of the best and most appealing commercials going today are those by Geico.   The lizard is a great idea and he’s funny.  Most of all, it’s a very effective piece.  The latest one stars Peter Frampton.  Anyone who is familar with his music will “get it”.

A lot of these great commercials can be found at YouTube.

To be polar opposite of the Geico commercials, you must suck horribly.  You will need to be ineffective in the message, annoying, and tend to drive the customers to hit the mute button.  Billy Mays fits into that category.

If you are going to try to sell me something, all I ask is that you put forth your best effort.  Present your warez in the best possible light.  Don’t assume that I will buy something from a guy who yells at me.  I don’t care if you’re selling the latest BMW or Mercedes at a 75% discount off MSRP.  If you yell at me, you can keep your inventory.

Based on how often I have used the mute button, I can only tell that Billy Mays sells junk, and he likes to yell at me in an effort to get $20.00.  It’s not working.

Here’s a very funny Wikipedia-type parody of Mays.  This pretty much sums it up.

This comparison just goes to show that some people are smarter than others.