I enjoy the new “Couchgating” TV spot from KFC. And it’s not because I like KFC (at least sober). I love this commercial because it is just so stupid (but in a good way). As in every time this ad comes on, I pay attention, pick up something new that maybe I didn’t notice before, and basically I am entertained by a commercial for a product that I don’t buy much.
Another good example are the always entertaining DirecTV “Don’t” ads. I’m not a DirecTV customer, but I love their ads because they are not like any other usual boring ad for cable providers. And the commercials are almost like mini-skits.
However, just because I am not a customer or even the target demographic, that does not mean that I won’t be one in the future. Or, if a friend wanted a recommendation for a cable TV (or fried chicken) provider, then chances are I’d recall the messages that are top of mind with me. At the very least, I’ll be entertained by the commercial. Unless they run them into the ground and I see the campaign re-used the next year, which is always pretty lame.
Liberty Mutual did this with what was a great idea with their “Pay it forward” themed commercials from 5-6 years ago, but I remember that they re-used these same spots for about two years. Yes, it was a great message. But by simply milking the same ad for two+ years, they diluted the overall distinctiveness of the campaign and the brand. I don’t mind retro campaigns every once in a while for nostalgia’s sake, but if you don’t want your ad to be FF’d x3, please come up with new creative.
Maybe hire a freelancer for some fresh ideas!
James K. Kim
James "Jim" Kim is a commercial real estate agent with Cushman & Wakefield / Pyramid Brokerage Company in the Capital Region of New York, specializing in retail, office, and industrial tenant and landlord representation.