Dave’s Take

It’s that special time of the year, when ads ranging from brilliant to horrible invade our TV viewing. In keeping with the holiday spirit, I thought I would share part one of my naughty and nice TV ads list. First, the nice ads — I find these spots both fun and effective for their clients:

1. Radio Shack: Last year, Radio Shack witnessed its stock price drop almost 60%, motivating its brain trust to fire their old agency and bring some new blood on board. Now rebranded The Shack, by Radio Shack’s new broadcast agency, Butler, Shine, Stern & Partners, their holiday TV ads are a bold change from their previous predictable offerings. With Circuit City a mere memory, The Shack thinks the retail electronics door is wide open. While I love their new ads, I don’t believe they offer enough to make them a player again. When was the last time you shopped at The Shack? Still, they are doing as much as they can with what they’ve got and I really dig the I’ve Got a Laptop spot – grade: B+

2. Target Stores: Their new holiday offerings are produced by their in-house agency based in Minnesota and are a successful blend of humor and price point branding. I think they are consistently creative with their TV campaigns and this year doesn’t disappoint — grade: A-

3. Identity Guard: While I have no real use for their service, I must admit that I find their TV ads amusing and to the point. With ads like “Sandals”, their agency, SmithGifford has combined a unique blend of humor and hysteria that gives the viewer a jaded, yet somewhat realistic view of how some online purchases can be usurped by the bad guys — grade: B+

Now, time to name a few campaigns that I find both ineffective and hard to watch:

1. Geico: Talk about schizophrenic! Geico Insurance has produced some of the most creative and at the same time, the most horrendous ad campaigns in the history of television. Since they do not employ sales agents, Geico is totally dependent upon TV ads to sell their product. What kind of research they compile that directs them to splinter their brand in so many different directions is beyond me, but apparently it must work (judging by their frequency). In any event, I find their latest effort featuring the clueless boss to be among their worst, ever. Grade: F

2. Cadillac: First, allow me to disclose that I drive a CTS, but wouldn’t have if I had to glean my desire from their latest and most frequent batch of TV ads. While their rebranding efforts have lowered the average age of a Caddy driver from their 70’s to their mid-50’s, I’ve had enough with the “we’re all so hip” spots. Not only is the message redundant, but they play so often it appears GMC has dropped all other vehicle advertising and is a now one car shop. Stop the madness now — Grade: D

3. Levis: Despite the critical acclaim given to these spots from egocentric film makers, I find the Levis’ Go Forth ads pretentious and off-target. These are the kind of ads directors win awards for and clients go broke over. The handheld MOS shots of half-dressed twenty somethings running around in bad lighting is silly at best and head splitting at worst. How they expect these inept Fellini wannabes to move jeans is beyond me. Is is too much to ask a pants ad to actually show the product? Grade: D-

These are the first part of my holiday TV ad review. If you have any favorites or haters, please feel free to forward them on to me. I’ll post my second part review next week. Until then, happy holidays and may your TV ads always be entertaining.