Tuesday, January 17, 2006

Fumbles



Sports figures can be very effective spokespeople in ads. They're well known and lots of people like them just because of the laundry they wear a few times a week. And of course when you sign an athlete up to be in your ads, you, as a company, have to recognize that the audience's reaction to said ads will vary depending on the ups and downs of any given athlete's season.

But for the love of God...can someone stay awake at the switch and use their common sense when booking broadcasting time for such ads? If something traumatic has happened to a team's fanbase, using a spokesman from said team can just lead to resentment and hatred. How do you think Philadelphia Eagles fans felt when they spent the last eight weeks of the season watching Campbell's Chunky Soup ads with Donovon McNabb over and over and over again during every football telecast, knowing that he was chilling somewhere recuperating from season ending surgery. I bet that people from Philly never found the "It's from New England? Well I like it anyway" line to be that funny; after their season went down the tubes, it was about 30 million times less funny. Do you think they're running right out to get some Vegetarian Vegetable to go with their hoagies tonight? Probably not.

Similar instances:

-The day after the Patriots crash out of the playoffs against the Broncos, there were repeated airings of the incredibly lame and moronic Diet Pepsi Machine ads (featuring random members of the Patriots) and the actually-pretty-humorous-but-still-ill-timed Tom Brady Visa ad. We'd be much more receptive to your pitch about the different levels of Visa protection if you hadn't spent the night before skipping passes and lobbing INTs.

-The painful, daily drilling of the locally produced Kevin Millar KFC ads during the stretch of the 2004 Red Sox season when he couldn't buy a hit if he was a millionaire at a Cheech 'n Chong film fest. I'd watch Millar ground out weakly to the shortstop and then be subjected to him in a dingy KFC wearing a shirt that made him look like a date rapist talking about how his fast food fried chicken needed red socks. If there weren't already a thousand reasons to hate KFC, I would have grown to hate it just by having to deal with the agony of these ads every single game.

-After Peyton Manning choked huge time Saturday, Colts fans were treated with this little gem from MasterCard: Not Perfect. Yeah, that's a good way of shoring up the customer loyalty of the Manning fanbase...openly mock a dude for falling apart in the playoffs yet again.

(Unless...unless this was meant to shore up the anti-Manning audience, which might be bigger than the pro-Manning one. The jury is still out, but this may be my first example of a Perfect Pitch Company.)

4 Comments:

Blogger Q. Meyers said...

This touches on a great concern of mine: why do sports people suck at saying lines? Just say the lines and try not to look like a partially animated stone golem--you know? The local ads, of course, are best for this.

9:10 PM  
Blogger ptm said...

I would assume it's because they've spent their whole lives being told that they're awesome at what they do, and having their dicks sucked whenever they open their eyes. So even if someone tried to tell them that they sound like retarded zombies in an "acting" role, they wouldn't know how to react. Also, athletes are really stupid.

2:51 PM  
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