Comments

Hi Steve

As founder member of the UK branch of the 'folically challenged society' (just joking) this posting leaves me cold! :-)

Posted by Trevor at March 12, 2006 6:00 PM

Steve -

You should see the new PaPa John's commercial (I think it's them - it's pizza anyway). It uses the Bangle's song "We've Got the Beat" (only changes it to meat). That one should've never gotten past quality control!! :-)

Posted by Ann Michael at March 12, 2006 6:35 PM

The words "ain't" and "don't" are never
- NEVER - really "heard" by most people.

Consider the "Don't Drink & Drive" campaign...
after years of running that campaign the
realisation and several uni-studies in my
country showed that in fact they were hearing
"Drink & Drive!"

The same will be for the JFM commercial -
"Nothin' like the real thing, bayb!"

Good post Steve.

Posted by ovlas at March 12, 2006 6:41 PM

Based on past experience, I'm guessing they paid between $300 and $500K for a song that sends a message 180 degrees different than what they want to say.

I can just imagine what the ad agency's pitch was like ...

Posted by Steve Yastrow at March 13, 2006 12:52 AM

Steve - how many people listen to pop lyrics anyway? Witness the number of couples who claim The Police's, "Every Breath You Take" as "our song" when it's actually written from the pov of one of the most nasty, vindictive, creepy characters you can imagine.

But you're right, in my case. I find such mis-matches and also dumbed down adverts a total put off: it says to me, "If you think I'm so dumb (in this case to buy an obvious fake) then I want nothing to do with your product."

On the other hand, it's got your attention and it's generating publicity!

Ovlas - here in the UK we used to have an anti-drugs campaign based on the slogan, "Just say 'No'." As the campaign was fronted by pop stars with a past reputation for just saying yes, often frequently and in humunguous quantities, you can imagine the unintended impact of even a clear word like "No"...

Posted by Mark JF at March 13, 2006 4:58 AM

Plus the "Jackson 5" and parents are considered dirt/ilk/pathological liars in much of USA culture.

And "Just" does dye/burn hair/scalp w/ rad chemicals ... Steve - marketing point well taken.

Posted by Sean at March 13, 2006 9:15 AM

Mark - yes it's generating publicity. But is generating publicity a measure of success, especially when we're saying negative things about the ad?

If you are a movie star, there may be some truth to "all news is good news," to a point. But for marketing, celebrity is highly overrated.

Great example about Just Say No ... I'm sure kids heard the spokespeople saying "No" to no drugs.

Posted by Steve Yastrow at March 13, 2006 9:18 AM

Youthfulness to Boomers is what they are selling - "Time is on my side ... " - Stones better "5" is lame.

Posted by Sean at March 13, 2006 9:27 AM

Sean ... the interesting thing is that, despite Michael's weirdness and Janet's Super Bowl antics, etc., the Jackson 5 is still considered wonderful, nostalgic and nice. Interesting, eh?

Posted by Steve Yastrow at March 13, 2006 11:17 AM

Sean - I think "Promised You A Miracle" by Simple Minds would be the best song for this advert. The song title and band name both seem to fit somehow, eh...?!

BTW: my take on baldness, greying and hair issues in general. After Patrick Stewart was announced as the new Captain on Star Trek, there was a press conference. Most of the US critics hadn't heard of our illustrious UK thespian and there were mutterings about his unknown ratings appeal and his, err, lack of follicular mass. Gene Roddenberry - creator of the series - was at the press conference and was asked bluntly, "Would you not have thought that by the 24th century, they'd have found a cure for baldness?"

The great Mr. Roddenberry pondered for a few nano seconds and replied: "By the 24th century, they won't care about baldness."

Posted by Mark JF at March 13, 2006 11:29 AM

Steve - take your word on it that "5" still sells well. Mark - for now youthfulness attracts - maybe hairless makes it in the future. Recent silver-hair find of how [now 86] could/should look - http://www.bobdelmonteque.com/

Posted by Sean at March 13, 2006 11:48 AM

Great point Steve...and forgive me,but this old motowner can't help but point out real thing is MarvinGaye and Tammie Terrell...

Posted by Mike at March 13, 2006 1:56 PM

Great point Steve...and forgive me,but this old motowner can't help but point out real thing is MarvinGaye and Tammie Terrell...

Posted by Mike at March 13, 2006 1:56 PM

Thanks, Mike!

Posted by Steve Yastrow at March 13, 2006 3:21 PM

I just saw those commercials during College B-ball. I remember thinking, "But it's not the real thing. That hot-shallow-blond-that-only-digs-men-with-sans-grey-locks will definitely figure out that it's not the real thing, and then where does that leave our hero? The songs right, there is nothing like the real thing. Therefore, I'll save the money, not buy your product, and wear what hair is left on my skull as natural as can be. Thank you for the hair guidance."

Posted by Todd at March 14, 2006 2:00 AM

It wasn't a Jackson Five song - it was Marvin Gaye and Tammie Terrell...

Posted by Barbro McGinn at March 14, 2006 10:06 AM

Stolen by the "5" leading to their downfall ...

Posted by Sean at March 14, 2006 12:07 PM

Wow...find it sad that it took many, many posts for someone to point out that song used in this "strange choice" commercial was performed by Marvin Gaye and Tammi Terrell (sp?). Call me an old soul raised on Motown, seems to me that the commercial targets the Boomers who are turning 60 (or close to it).

And there is NO WAY that, on his best day, Michael Jackson would EVER sound like Marvin Gaye.

I agree with Todd about the real thing issue. I also understand that the commercial serves to sell a product to Boomer men nearing 60 who are freaking out...because when they were young, 60 meant a foot in the grave.

Todd, I suspect that you and many others would never be candidates for that product anyway...or else you'd have already bought it. Much like I would have a big problem dyeing my hair. Might do something else if I really felt I needed it.

I'm a bit surprised that, in the age of the Internet and instant info, that fact wouldn't have been checked before posting it...I mean really, a product for Boomers using a song sung by Michael Jackson (Jackson 5)??? Boomers wouldn't respond to Peter Pan. Don't think they'd include that in the campaign with Walt Frazier (I barely remember him and I'm in my late 30s) and Keith Hernandez (a younger Boomer).

Guessing someone just wanted to start a discourse. Good job...like reflecting.

Posted by TRW at March 15, 2006 6:27 AM

Interesting - don't know if you have seen the BMW advert (for the BMW 1 series) with Kermit the frog behind the wheel. Trying to work out what they are communicating to me, the conclusion I keep coming back to is that "you had to be a real muppet to drive one!".
Not really what you want to hear for the "ultimate driving machine" brand equity.

Posted by Richard Boyko at March 15, 2006 7:53 AM