The scene opens in a dimly lit kitchen. Gobble gobble gobble. The rancher puts on a jacket, walks out of his ramshackle house, nods to a T-Rex sized Turkey and leads him back to the corral. “Get ready for a big Thanksgiving” “Sears.”
What the heck?
Cute, clever, funny and different ads that say absolutely nothing are (in my humble opinion) a big waste of advertising dollars. What exactly does Sears have to do with a big Thanksgiving? Now a 30-foot turkey would feed a fairly large (figuratively speaking) family. But as far as I can tell you can’t buy a giant turkey at Sears.
K-Mart ran Thanksgiving ads as well (I think they used regular sized turkeys) but they were promoting the fact that K-Mart was open on Thanksgiving Day. That makes sense (the ad does even if being open doesn’t). I understood what they wanted me to do. I didn’t go – but it was a comfort knowing that somewhere a blue light was flashing just for me.
What do you want me to do or feel when I see or hear your ad? You can try to persuade me to take an action (shop on Thanksgiving) or help deepen your brand in my subconscious (make me feel good about your business). A big turkey dropping feathers in a dusty yard doesn’t achieve either. Perhaps the next campaign could feature a Santa so large he can’t come down the chimney. “Get Ready For A Big Christmas.” Makes about as much sense.
Are giant turkeys running around in your ads? Or are you giving your listener/viewer/reader some meat to savor?