It’s the season of serious. We all have so much to be serious about. Will schools ever start again? Is it safe to go on vacation? How long will we be wearing masks? When will the economy recover? When will neighbors care more about being a good neighbor than their political identity?
Too much of any one thing isn’t good. One thing over and over is stale, and right now there are many serious commercial appeals needlessly adding to the heaviness of our day.
One idea, script, and execution that we keep seeing over again is the car commercial that lures. With millions of people continuing to shelter in place, the desire to move about the country is intense and one carmaker after the next is pedaling their serious desire to move metal.
Badly In Need of the Not So Serious
While the car commercials yawn on, car parts makers are thankfully lightening the mood.
Clayton Kershaw is serious in the mound. But not in this commercial for Hankook Tire.
Real Shelf Talkers
Kevin Harvick and Clint Bowyer are both serious behind the wheel, but not in this commercial for Mobil 1.
Silly and stupid are not the same. Stupid advertising is wholly avoidable. Silly advertising is oddly intriguing.
It’s natural to want to know why we are looking at dancing NASCAR drivers in miniature. Are Clint Bowyer’s moves on the dance floor intriguing? They’re not boring.
In the Insurance Category, GEICO Owns Silly
Progressive has Motaur, which is weirder than it is silly. Also, no one in insurance can touch GEICO’s wide range of silly.
May I ask, what’s the silliest idea you’ve had this year? It just might be the best idea you’ve has this year.
