Monday, September 14, 2009

One upmanship, and the lucky number 13

You may not have though it possible, or at least not likely, but someone has topped for repetition in a :60 radio spot.

While Twisted Tea doesn't actually mention their brand name quite as many times, they manage to say the word "tea" 13 times in a mere 60 seconds. That's roughly every four and a half seconds.

But how? With approved phrasing like, "Twisted tea. It's the hard iced tea that tastes like real ice tea." Evidently top quality writing is a common characteristic in ads that repeat things too much. I just KNOW they're going to set themselves apart with groundbreaking lines like, "Try Twisted Tea, it's really refreshing."

And practically comical on top of this is the fact that a brand that looks like a slightly funkier version of Snapple is trying hard to sell an iced-tea flavored alcoholic drink to young men.

The moral
I have two suggestions. First, not a lot of 18-24 males drink iced tea or want anything that tastes like it. Second, you're definitely not going to sell it to them with the voice of a chiding middle-aged woman saying, "My husband calls it his MAN-tea." Man-tea language could help you, but not if the person saying it is making fun of her man for doing it.

Thursday, September 10, 2009

9th time's a charm

Getting people to remember your company's name is great, as long as you don't say it so many times they hate you. That's precisely the case with, who injects the company name into their :60 radio spot an average of once every seven seconds.

The spot starts out bland and predictable, but bearable and the whole thing sounds like it was written to be :30 long. Just past the halfway point, it becomes obvious that one of two things, or both, happened.

First, someone clearly ran out of things to say. The entire second half of the spot merely repeats the same talking points over and over in a random and non-sensical order.

Second, it seems that someone decided the best way to fill that space was by repeating the company's name as many times as possible. More than half the mentions of the company name are in the last 15 or so seconds with revolutionary writing like, "Again, that's"

The commercial is so grading that I actually change the station when it comes on, and it's practically the only reason I ever change my radio station.

The moral
It doesn't matter how well people remember your name if they hate you, and though the guy who stands on a corner yelling his own name over and over will be known to all, he will be friend to none.