Dave’s Take

Considering how much product is sold in the fourth quarter, it’s amazing to me how generally weak this year’s Christmas spots are. Maybe the majority of creative types are as burned out on the present economy as the rest of America. All I know is that 2009 holiday advertising has left little to talk about. With my disappointment clearly expressed, I now present my second part of the best and worst in holiday TV advertising.

Deserving of Santa’s Best:

1. Amazon Kindle: Great use of step frame editing. I like the playful attitude and catchy theme song. How much holiday advertising this sold-out product requires is debatable, but this campaign should help brand the product as fun and functional.

2. ESPN Sports Center: Okay, the latest amusing offering from ESPN is not technically a Christmas spot, but the sight of Arnold Palmer making an Arnold Palmer is too funny to not praise. ESPN has consistently produced funny ads. Here’s to hoping the trend continues in 2010.

3. Verizon: The accuracy of these Apple bashing spots may be up for debate, but their ability to amuse and attack at the same time is not. I especially like the broken toys spot. And judging from Apple’s response, they must be meeting their objectives.

Deserving Coal:

1. Kay Jewelers: Generally, I find the majority of jewelry ads to be mediocre at best, but the holiday Kay Jewelers ads are beyond bad. The worst one is the “Storm” ad, where a couple clutch each other as they watch a thunderstorm in their winter sweaters. First of all, a thunderstorm in December? Really? Secondly, get better copywriters and actors. The guy’s line about “I’ll always be here for you” is both melodramatic and poorly delivered. Next time, try some snow and competent talent. Why anyone would think of shopping in a Kay store after viewing this fiasco is well beyond me. (By the way, the Jared’s ads are almost as bad.)

2. AVATAR: Okay, while the reviews have been mixed on this $300 million flick, depending on whether the reviewer focused on the technology or the script, their ads need no debate – they suck. While they are running several different versions, they all feature the most over used line in the history of film, “We’re not in Kansas anymore.” No kidding? I was under the impression that the entire mid-west is infested with blue-skinned fairies shooting bows and arrows. If this movie proves to be the blockbuster it looks to be, James Cameron should be praised not for technological advances in film production, but for his ability to overcome a horrible ad campaign.

3. Pharmaceutical Ads: Whether it’s for men’s sexuality, restless legs or female bone degeneration, drug ads have got to be stopped. It’s a wonder how we all got by not knowing the brand names of drugs to ask for prior to the ruling that allowed these predatory ads to air. While most don’t feature a Christmas theme, they all need to be eliminated from the public airways. Let’s not forget, Santa is not licensed to fill our stockings with prescription drugs – bummer!

Here’s to hoping 2010 brings a stronger economy to all and better creative to holiday campaigns. Happy holidays and may your New Year bring you health and happiness.