Worst of holiday 2011 television advertising
Laura: Do companies think we need to be annoyed into submission?
Holiday ads - particularly those on television – fell flat for me this year. In fact, this was the first year that several ads were SO odiferous that my husband, without any input from me, would mute or worse, change the channel, to avoid them.
Are you listening television advertisers? He would CHANGE THE CHANNEL to avoid your message!
First up: the annoying Target lady. You know the one – she can’t wait for black Friday and is prepping for the big day by performing various training tasks all while SCREECHING at the top of her lungs.
Unreal how much this series of spots agitated me – and anyone else I asked about them. And honestly? I am not easily agitated.
But just when you think it’s safe to turn on the TV again, we get Kohl’s entry into Black Friday advertising – the Friday earworm!
Imagine the conversation amongst Kohls marketing folks: “You know that song that everyone hates? The one that 14 year girl did on YouTube – you remember the girl whose parents had more money than sense? Let’s USE that as the cornerstone of our holiday advertising!”
And of course, we can’t forget Patrick Warburton for Honda
I get it – he’s droll. But he’s so droll that I leave these spots wondering why I would want a Honda – and I already own one.
But on the other side of that coin was Singer-songwriter Jessica Frech singing ad nauseum about how glad she is to have a Hyundai. Yes, she’s a YouTube star – but unlike the “free credit report” jingle we were all singing a few years ago, her annoying ditty doesn’t make me want to rush out and buy a Hyundai.
Couldn’t we meet somewhere in the middle folks?
The Lexus spots were better – but the hooks in these commercials relied on consumers immediately recognizing the Lexus “song.” I didn’t realize Lexus had a theme until I saw the lady playing it with her kids on Guitar Hero. Perhaps if I was in the market for a Lexus I’d know the tune?
And finally, we have to have a shout-out to those famous sisters – yup — we are to believe that the Kardashians (and yes that is the last time I will say/type that word in 2012) shop at Sears.
About the Author
Laura Stocker
Like her comic book idol, Laura’s Super Strength is her heart. When she’s not saving the corporate world, she’s busy saving the rest of us. In her spare time she has served on the board of directors for the Sexual Assault Resource & Counseling Center and regularly fund-raises for the American Cancer Society through participation in Relay for Life.
