[BC] Re : Annoying sposts

[Rob Atkinson]

>We don't air 'em.  They aren't even cute.  Just annoying.

You don't get it.  That's the idea.  To get over the noise level and
stick in your brain some productions use deliberately bad singers
(think about the Gerber Collision and Glass jingle singer).   The idea
isn't to persuade you to pick up the phone and call, but to get you to
remember when you NEED to get rid of a car or get a new windshield.
The thinking is that in your hour of need, you just want results and
you won't care how annoying the spot was.  Notice the annoying spots
are for businesses that have a service that is only needed
periodically and at random times.   they want you to remember them and
that phone number when the day comes for you to get a new car and get
rid of your old one.   And they have that godawful jingle and you do
remember it don't you.

Now, if the point is to get you to the supermarket and buy a box of
Twinkies, then the spot would probably have to be nice and pleasant.

by the way, a lot of those kiddie voices are adults with kiddie
voices.   Not sure about Kars for Kids--they may be real kids.  A lot
of the not-for-profit spots are paid for; not PSAs.   The tell-tale
sign is if they are in prime time and fairly heavy rotation.

Rob Atkinson