At least some of them.
In this fast-paced environment with the attention span just short of
that of a gold fish there are still companies that are producing fun,
entertaining commercials that make me stop my DVR fast forward and slow down.
The interesting thing is that it has nothing to do with the
product…usually. It’s the writing and
the casting. Smart copy still makes me
pause my rushed life to enjoy a :30 or :60 second deluge of commercialism. It is often not enough to make me purchase
the product, but my need for constant entertainment is fulfilled.
When it comes to casting, Milana Vayntrub comes to mind when I think of effective
pitch people. She’s the girl in the
AT&T commercials that usually has to deal with some idiosyncrasy of her
customers to sell her latest offering. And
when partnered with great writing she hits it spot on every time.
But here is the sad thing.
There are not enough of them.
People who are charged with writing the motivational scripts that make
us want to go out and buy stuff are just too rare, but commercials continue to
abound.
And it gets tiring to listen to how companies choose to dumb
us down over and over again. Women that
make their husbands appear stupid, children that make their parents seem
stupid. Even animals that make their
owners look stupid! I am just tired of
it. Let’s parlay for a smarter
approach. Let’s write commercials that
dignify people and play on their intelligence rather than a stereotype of
stupidity. Because as silly as some of
you think it is…What you Focus on You Create!
We need to get back to lifting people up for their
contributions.
Do that…and I may never hit fast forward again!
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