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Overused Ad Gimmick Number One
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"Stop mocking me!"
It's just like listening to the radio and hearing the same damn song every single time you turn on a station. No variety. Nothing new. And what maybe was enjoyable at some point is more of an annoyance now than anything. There are only so many times a target can be exposed to something before frequency becomes counter-productive. This can be said way too often for advertising. Below is Part One of what will be a series of overused ad gimmicks. Today, it is radio.
1. Dramatic Movie Trailer Voice: Wow, I never knew a trip to Food Lion could be so dramatic. This gimmick may be the most overdone of any. Every time you turn on the radio (in between a mix of songs probably consisting of Sarah Borealis and John Mayer), another voice-over comes on. Sorry, but story time is over.
At first, it may have been slightly funny, even enjoyable. But that ship has sailed. Geico, always innovative in their creatives, brought this idea to light in a TV commercial a few years back, when they had the actual guy tell a civilian's car trouble story. Since then, every aspect of that dramatic voice has been beaten into our minds to the point where I don't like sitting through the coming attractions at a movie anymore.
Very Honorable Mention: The local CW affiliate's commercials using a George Bush-like voice-over to promote Family Guy and The Simpsons. Memo to the creative minds; Bush's ship has just about sailed, too.
Chris can be reached via e-mail at chris.d.catalano@gmail.com.
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