Hi everyone! I’m such a dork. I was watching TV last night and I saw a commercial last night and of course, I see everything through my marketer glasses. And this particular commercial bugged me.
I felt like it presented a solution, but no problem. The only thing he says is he “couldn’t find a shirt that looked good untucked.” The video shows him wearing his solution – an UntuckIt shirt.
But to me, glancing at it, I saw no difference. He mentioned the problem, but didn’t explain it or show it, so the commercial looked really stupid to me. Here it is:
Now I’m sitting there thinking, “he created an entire product for THIS?” Seemed ridiculous. Looked too similar to what I feel like a normal shirt looks like.
But when I went to go grab the embed code for the original commercial, I DID see that they had a commercial that adequately explained the problem. Um but only the first few seconds. The rest of the commercial is tacky and crude for no reason. Weird. For this product? They started off so well.
Warning: If you’re easily offended, you won’t like this. I’m not offended about the content – I’m offended that they suck so bad at marketing.
And they have one more commercial and it’s about the most boring, message-less commercial I’ve ever seen.
Somebody needs to help this company. They have a real problem. People I spoke with about this all said it looked stupid to create a shirt like that. The few seconds of video #2 explains why it might actually be an okay idea, but we barely see that in any of these three marketing messages.
There are so many copywriting courses that delve into the necessity of pointing out someone’s pain. I know that in my own copy, the times I’ve taken extra attention to detail in crafting copy about the emotions and pain my audience feels at failing or missing out, I convert better than if I simply say, “Here’s a great product.”
It may seem obvious sometimes to us as the product creators, and we may even know it’s obvious to our audience. I mean, they’re not going to land on a gout sales page unless they’re suffering form gout, right?
But you still have to address their feelings – make an emotional connection so THEY know that YOU understand what they’re going through.
This company would do much better marketing-wise if they focused on how sloppy a guy looks with his shirt untucked than how they might get a sneak peek of a woman’s crotch when he wakes up with his one night stand.
But who knows? Maybe they studied their demographic and think guys will appreciate that more – and they might. Unless their wives or girlfriends are buying their clothes. LOL!
And even then, if it’s the morning after, it’s not really a PROBLEM if the shirt she’s wearing of theirs is a few inches longer if she’s already promiscuous enough to have slept with some guy she met in a bar that night anyway. It’s not like she’s a hard sell for round two. I think a better “problem” is in order.
What are your thoughts on this? There’s no right or wrong, only what we see as consumers, so there’s majority/minority opinions in terms of polling. Have you ever seen a commercial that just grated on your nerves from a marketing perspective?