The Earth has journeyed around the Sun yet one more time. As it proceeded on its way, I passed plenty of time watching sports on TV. The beauty of retirement is doing what you want to do when you want to do it – – and I am retired. What I often want to do is to watch a sporting event and so that is what I do.
The downside is that I have to watch/pass through loads of commercials on TV that are the funding source for my ability to watch those sporting events. I recognize their necessity; that does not mean that I have to like them. And, I most certainly do not like lots of them. As a Boy Scout one learns that one must take the bitter with the sweet. However, there is nothing in the scouting experience that precludes one from trying to make the bitter into something marginally sweet – or at least less bitter. That is what I try to do here.
I keep a set of notes on particularly annoying or stupid ads that I see on TV and compile them here as the final rant of the year. They may be annoying to watch, but at least I get some writing material from them. Before I start in on my list, I do want to take note of two dates:
I saw my first “Christmas shopping ad” on October 20th. It was an ad for K-Mart touting their lay-away program for purchase of Christmas gifts.
I saw my first two “Christmas automobile sales ads” on November 5th. Audi showed a car with a bow on the hood in a driveway and VW had an ad for leasing a car where the couple took the car and went hunting for a Christmas tree during the test drive.
Ho, Ho, Ho…
Anyhow, here are some of the bad ads you and I were subjected to last year…
Beer companies sponsor lots of sporting events and that means I saw loads of beer ads making it rather probable that I would see some bad ones. The folks at the beer companies and their ad agencies did not disappoint:
Budweiser told me, “We don’t brew halfway.” Well thank goodness for that. I do not claim to be a master brewer – or even an accomplished amateur. However, I do recall brewing some beer years ago and halfway through the process, the wort is not pleasantly aromatic and has a nasty flavor. Come to think of it, maybe the folks at Budweiser are indeed only brewing their beer halfway…
Bud Light maintained their ad campaign saying that you should drink Bud Light if you are “up for whatever”.
Memo for Bud Light: Here is what I would be “up for”. I would love for you folks to make a new set of ads that are not immensely stupid. I would also appreciate a beer that did not taste as if I were drinking it for the second time. Thank you in advance…
Miller Lite would not be outdone in the quest for annoying TV ads this year. Recently they have paid good money for TV time to inform me that their swill now comes in the original short necked bottle that it came in when it was first introduced. And I should care about the packaging for what reason…?
There are categories of ads that put fine print on the bottom of the screen. These are disclaimers that seek to indemnify the sponsors for saying things in the ad that are not the whole truth and nothing but the truth and/or for showing something that might be deceptive in some way. As a rule of thumb, look at the amount of fine print at the bottom of the screen and recognize that the length of the message there is directly proportional to the degree of fibbing or exaggeration that you have been subjected to in the ad. Basically, there are two categories of here:
Ads – usually for automobiles – that show something outrageous to the point where they would be dangerous if any viewer were stupid enough to try to duplicate it in real life. The message at the bottom of the screen translates to:
Don’t be an ass! Don’t even think of doing this yourself.
Ads where there are restrictions on the offers/claims made in the ad you are watching/listening to.
Some car rebates are for only the 10% of dealer inventory that has been on the lot the longest. You do realize that means they are cutting the price a little more than normal for those cars they have not come close to selling yet. Such a deal…
Websites that can get you “cash in your checking account tomorrow” are not lenders or brokers and do not make lending or credit decisions. And they are often illegal in a string of states. No wonder the print is so small; anyone who read that stuff would be really leery of contacting those folks.
Law firms who want you to call them if you – or a loved one – has taken some medicine and suffered one of a series of dire consequences including death. That firm will probably not represent you but will refer you to a law firm in your area – which you could find for yourself if you tried.
A T-Mobile ad had a disclaimer at the bottom of the ad that negated much of the benefit that was touted in the ad. T-Mobile claimed that other cell phone companies “steal your unused data” at the end of the month after you paid for it but T-Mobile will roll it over into the next month. Sounds good, no? The problem is that you only get to use that rolled over data after you run out of the allotted data in the next month – and if you did not use it all in January, why is it a certainty that you might use all of it and then some of the roll-over data in February? But even more problematic is that after one year of rolling over all that data, you lose it if you do not use it. Here is the bottom line:
T-Mobile will “steal your data” just like the other cell phone companies but they will do it a year later than the other companies.
Somehow, that does not sound like such a great deal anymore…
Zaxby’s Chicken had a bunch of ads on during March Madness last year. They had one of the goofs from Duck Dynasty in the ads. In a particularly stupid and annoying one, the “Duck Dynast” could only place his order for the chicken in a series of grunts exchanged with the genius at the cash register. In another, he dressed in “chicken camo” so no one could see him eating his chicken. On the stupidity scale from 1 to 10, those rate a 12.5. I do not recall ever seeing a Zaxby’s Chicken here in the Northern Virginia area but I will say without reservation that those ads would keep me from trying the food there rather than enticing me into the place.
DirecTV tried to convince me to use their satellite TV service with a series of ads showing Hannah and her talking horse. Their pitch was that DirecTV rated higher than Cable TV in each of the last however-many years. Wonderful! DirecTV also probably rated higher than used car salesmen, cops setting up speed traps, child abusers and people who rarely bathe. If you say that my comparisons are irrelevant, my response is that they are as relevant as a woman and a talking horse are as spokes-creatures for a satellite TV company. And for the record, the idea of a talking equine specimen is not novel; anyone besides me recall Francis the Talking Mule from the 1950s?
KFC ads feature the reincarnation of “The Real Col. Sanders”. Here is the message that I get from those ads:
The folks in “creative” at the ad agency simply have no good ideas at the moment.
I heard an ad on the local sports radio station for one of the online universities. I do not know if that is a national ad or just one put on the air here to annoy the inhabitants of the DC metro area. The ad is based on the premise that some industrial leader once said:
“If you don’t control your own destiny, someone else will.”
The message of the ad is that you should take control and call this school and enroll immediately or suffer the consequences of someone else controlling your destiny. Sorry, but either the industrial leader got it wrong or the enlightened folks who will be instructing you at the online university have it wrong.
Neither you nor anyone else can control your destiny or any other destiny. If it were controllable, it would not be destiny.
Should you call the number and think about paying those people to instruct you in courses leading to a college degree, recall that they got your attention by trying to convince you to control something that cannot be controlled. So, how smart must they be…?
TD Ameritrade touted its investment tools in an ad featuring Andrew Luck. He offered folks a “piece of Luck” by plucking a few hairs from his beard and dousing the people with it. Some of the folks said that TD Ameritrade had given them those investment tools so they were confident in their planning for retirement. Finally, they tell you don’t need luck when you have confidence.
So, if I am confident that I am going to win the $300M Powerball Lottery this week, I don’t need luck?
I don’t think so…
This year seemed to be one where the auto companies all got together and decided that they would bombard viewers of TV sporting events with stupid ads. There were so many that it strains credulity it could have happened totally randomly.
Scion ads for their little cars used the slogan:
“Scion; what moves you?”
On one hand, it might be considered an interesting play on words. Scion is a car; cars move you from Point A to Point B. Clever? Not really. The first time I heard the ad pose the question here was my answer:
The Ford Edge ads tell you to “Be Unstoppable”. Well, if I am in my Ford Edge I am not sure that I want to be unstoppable. I think I would prefer that the brakes worked properly.
Lincoln had to have decided to creep out a minimum of 75% of the viewers with those ads with Matthew McConaughey driving along on a dark night with not another car on the Interstate. I can imagine the meeting between the folks at Lincoln and the folks at the ad agency:
Ok, no other car maker has gone after the very-rich, the very-aloof and the clearly-creepier-than-Hell demographic. So, here is what we came up with for you…
For Volkswagen, harken back to the days when they touted Fahrvernugen – the joy of driving one nominally got from a Volkswagen. Well, in 2015 we learned that some of the “pep” in the engines of some of those VWs came from software that allowed the cars to pass emissions inspections but then drive in higher pollution mode to improve performance. Sure, I’ll believe the next round of VW ads…
Oh, and Audi had some “software shenanigans” too. For several years now, Audi has been flogging us with the slogan “Truth in Engineering”. I wondered if they might amend that this year to be “Truth in Engineering Plus Emissions Software Hijinks”. No, they did not…
People who buy cars also need to buy auto insurance so the demographics of sporting events tells insurance companies that they should spend some ad dollars there. Sadly, they do so and put bad ads in front of us.
Progressive Insurance still has Flo involved. Let me say this simply:
If Flo were drowning in a swimming pool, I would throw her a bowling ball.
Liberty Mutual seems intent on capturing the naïve segment of the insurance market. Several of their “spokesfolks” opine into the camera that they are outraged when they “use their insurance” [file a claim] and then learn that their rates increase. That is how insurance works. That is why you will pay more for life insurance if you smoke 3 packs of cigarettes a day or are 500 lbs overweight.
There is another Liberty Mutual genius who is shocked to learn that if he totals his new car, he only gets the depreciated value of it from the insurance company. Obviously, he lived in a cave until the moment he went to the car dealership to buy that car that he immediately wrecked.
Memo to Liberty Mutual spokesthings: If you get the company’s accident forgiveness and/or new car replacement coverage, your monthly premiums will be higher. That is how it works. It is like the old ads for Fram oil filters:
You can pay me now or you can pay me later.
Allstate has a particularly annoying ad featuring a couple sitting in a restaurant. The woman asks if the man recalls saying that women are not as good at driving as men; he acknowledges that he remembers that. At that point the woman gets out her “safe driving reward check from Allstate” and proceeds to flaunt it at him for the rest of the ad. The only way to save that ad would be for the man – who is obviously a chauvinistic idiot in the first place for making the broad generalization that started all of this – to take his plate of food and smash it into the face of the preening schmoo of a woman he is with.
Geico has had some good ad campaigns over the years and a few that have surely outlived their utility. I did not think I would ever be in this position but indeed I am:
Every time I see “Peter Pan” fly into the reunion hall with his classmates who have aged while he has not, I say to myself, “Why can’t Geico bring back the cavemen?”
Cialis now comes in a low-dosage form that men can take every day. Cialis likes to say that it allows men with Erectile Dysfunction to be ready anytime. If they left it at that, I would think that the ad campaign was sensibly directed at the aging male demographic and move on. However, Cialis also tells us that it is sometimes effective in treating the symptoms of BPH – Benign Prostatic Hyperplasia – or an enlarged prostate that is not caused by prostate cancer one of which is frequent need to urinate both day and night. And so to cover all the bases, the ads begin by saying:
When a moment turns romantic, why stop to take a pill?
OK, I guess. Spontaneity is a good thing… Unless of course it happens in a crowded restaurant or a movie theater or a church service…
And why stop to look for a bathroom?
Uh … hold on there. If the moment is turning romantic and either party needs to go to the bathroom, it is probably a good idea for that person to find one and use it because it might become a significant reason why said moment ceased to be romantic.
Another important reason to “stop and look for a bathroom” is that we spend time and energy teaching children that it is not socially acceptable to wet themselves whenever they feel like it wherever they are. When an adult “stops to look for a bathroom” he is behaving like a socially adjusted adult instead of an annoying rug-rat in need of potty training.
These ads are even dumber than the vintage Cialis ads where couples in parallel bathtubs held hands while staring off into the horizon.
Napoleon Grills had an ad last year that showed a neighbor sneaking into a guy’s backyard to use the neighbor’s Napoleon Grill to cook a bunch of food. Even when confronted in the act and reminded that he could get his own grill, the guy keeps cooking. What is the message I am supposed to take from this?
Buy a Napoleon Grill and then install a perimeter security system around your home so that potentially psychopathic neighbors do not sneak in and use your grill.
I don’t think that is the message they want…
Until there were some legal issues with some state regulatory authorities and/or attorneys general, we were bombarded with ads for daily fantasy sports websites, Draft Kings and FanDuel. Mercifully, those seem to have abated in the past several weeks. I have 2 questions for the folks who are in charge of marketing those sites – leaving aside the questions of legality that will be settled in a totally different realm:
1. If you are going to buy up 50 ad slots for a Sunday’s worth of NFL games, why not invest enough money to make more than two different ads that you will run in those 50 slots?
2. If I did not respond to the two ads you did make the first 1569 times I saw those ads, what makes you think I will respond to the 1570th time?
One of the fantasy draft sites had an ad where Victor Cruz asked Odell Beckham, Jr. if he (Cruz) should start Beckham or Julio Jones that week. The catchy part of the ad is obviously supposed to be that Cruz and Beckham are teammates in real life and that is nominally an awkward moment. There is another message there and it paints Cruz as someone who is dumber than a paper clip.
Beckham and Jones are two of the best WRs in the NFL.
Fantasy football teams start 2 WRs.
If Cruz were lucky to have both on his team, why would he even think of only playing one of them?
When the ad bombardment for Daily Fantasy Sports sites was at its crest, there was a potential danger facing our country and our civilization. Look at all of those ads; they all said the same thing. Sign up, put up some money and you – Joe Flintwhistle sitting there at home – can win big money and we will take video of your celebrations there in your home and put it on the air. What is the potential danger in that?
It is not a giant leap for some guy in creative to look at those videos and pitch the idea of creating another “Reality Program” where the content is video of groups of fantasy sports players watching games and hyper-reacting to various plays throughout the day. Splice those together with a few interspersed narrative interviews of the participants and you have a new Reality TV Show.
1. If anyone ever made such a monstrosity of a show, might I suggest they call it “Survivor: Insufferability”.
2. We need another Reality TV show like we need an outbreak of rectal boils.
Blue Buffalo Dog Food shows an ad where a pet owner is sitting in a chair and is presented with the ingredient list from three different dog food brands. He says that he would select the brand of food for his pet based on the ingredient list. OK, that makes sense; if they stopped there, this ad would not be stupid. Here is what comes next:
The pet owner says “If you can understand what is in the (dog) food, it’s good food.”
Suppose the first ingredient listed – the one in the greatest quantity in the dog food – is “Mule Snot”. You understand what that is if you have an IQ greater than a hunk of cheese, but that does not make the product good dog food.
The folks at Fairfield Hotels tell me that their guests include marathon jugglers, Olympic gymnasts, a “balancing wizard” and an American Ninja. Moreover, these folks do their act in the lobbies and halls in the Fairfield hotels. This does not make me want to stay there for fear I might encounter one of more of these goofs.
Wells Fargo Bank has a Christmas ad showing a stage coach traveling through a snow-covered terrain when it stops so that the horses can eat carrots offered to them by snowmen by the side of the trail. Then the stagecoach goes on to deliver presents to a child.
Question: What in the name of Figgie Pudding does any of that have to do with banking?
Way too many ads tell us at the outset that these are “real people” and “not actors”. Given that the majority of those “real people” are being compensated for doing what they do, the distinction is sort of “blurry”. In any event, here are two messages for the folks who make those commercials and give us that disclaimer:
1. It never occurred to me that those were holograms on my screen. Of course they are “real people”; they are not animations.
2. Since when are actors not “real people”?
I do not know if hhgregg is a national company or a local one here in the DC area; they sell kitchen appliances and some electronics and things like that. Yesterday on the NFL early game shown here, they ran an ad for a one-day sale on the Saturday after Christmas. They paid to run an ad on Sunday for a one-day sale on the day before. I never took the course, Marketing 101, but somehow, that does not seem like a good idea to me.
Finally, dumb ads are not restricted to television. As I was browsing on one Internet site looking for stuff to use in my website rants, I ran across an ad along the right side of the screen with this “headline”:
An overlooked method to pay off your credit card balance.
No, I did not go and read what that ‘overlooked method might be simply because I have a foolproof method for doing that which works every time:
Step 1: Do not carry any credit card balances in the first place.
Step 2: If that fails and you find yourself with a balance carried forward, then pay more each month than you spent on that credit card in the last month.
Step 3: In short order, the balance will go to zero and then you can stay there by following Step 1.
But don’t get me wrong, I love sports………
3 thoughts on “Bad Ads – 2015”
I watched less live TV this year and these ad descriptions paint a picture that makes me feel good about that decision. Tivo is a wonderful device.
While I have not seen the Fantasy ad or have played at such websites, I was under the impression you did not have a set roster on daily sites, you picked from the whole league each time. So if you budgeted $23 for WRs, and bought Joe Flabeetz for $3, and had $20 left, you could buy either Jones or Beckham for $20 – but not both. So that one might make some sense.
I have not played at the fantasy sports sites either. Perhaps you are correct and the ad does not make Victor Cruz look like a world-class boob. If that is the case, let me apologize to Victor Cruz here…
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