Tuesday, September 02, 2008

It's All About Depth

"Production Values" are overrated. This ad isn't winning any awards, but it's one in an endless series of ads by a local businessman that've likely made this guy the envy of every big box store in the area.

This guy is effective. Local appliance dealer here in the Orlando area. Repeat the name often enough, show your commercials constantly, have a winning (if goofy) personality and you're gold. This guy even buys 30 minute weekend blocks on local cable channels. Tonight he's airing during the Republican National Convention on a couple of channels.

When you visit the "store," it's more like a giant warehouse. There is no air conditioning and the sales people are no pressure. We've purchased a washer, dryer and refrigerator from this clown in the last 3 years. His prices really are as low as you can find.

Sometimes, being extremely local, low-production and low-budget works.

It's about sales...lest we creatives forget.

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  • Exactly! Another good thing about that spot is that he actually provided information (how to choose a side-by-side) and set himself up as an expert. Plus he made someone else haul the freight at the end, though I think she was a little over-enthusiastic.

    I utterly agree with you that creatives can easily miss the purpose of the ads they create. Further, I think there's a culture amongst creatives, a peer pressure, that keeps them struggling to come up with the kind of stuff that impresses other creatives, including the next CD with whom they interview, often at the expense of the objective. I say ad persons day should be: wake up, abandon misguided shame, solve the problem, go home and forget work until tomorrow.

    By Anonymous everysandwich, at September 3, 2008 at 8:18 AM  

  • These ads drive me crazy, but it's true that they work. We've bought several appliances through Appliance Direct & they were all cheaper and have lasted longer than when we used to buy through Sears. I might switch the channel when the commercial comes up on TV, but I'll continue to buy through them in years to come.

    By Anonymous Rae, at September 3, 2008 at 8:20 AM  

  • I think they're effective because they actually have some educational value. I for one could not tell the difference between a high-quality side-by-side and an inferior one. If it's shiny, me likey.

    What the hell is that woman wearing though? Looks like she made a onesie from radioactive graphing paper.

    By Blogger M.M. McDermott, at September 3, 2008 at 8:30 AM  

  • Appliance directly to the forehead...

    Does this guy deliver to South Carolina? :)

    By Anonymous Cleanser, at September 3, 2008 at 10:23 AM  

  • “And, we cut out extra words you don’t need—just to save you money!”

    Arms length transaction.


    Check out the back of his t-shirt too: “I Love refridgerators.”

    I bet the family car is wrapped in Appliances Direct logos. “Hey dad, can I borrow the car toni..., uh, forget it.”

    By Blogger Make the logo bigger, at September 3, 2008 at 2:38 PM  

  • I would totally buy a shirt that reads "I love refrigerators" on the back.

    Because it's true.

    By Blogger M.M. McDermott, at September 4, 2008 at 6:14 PM  

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