Looks like there's a new XM Radio commercial making the rounds, this time highlighting (gasp!) XM's content.
Aside from the commercial with the stuff falling from the sky, I'd say this would be one of my favorites. Not because it's wacky or funny or has a cute jingle - in fact, quite the opposite. There's no deep meaning that needs to be translated (my main objection to the Inno commercial), or a ho-hum approach to showing different on-air talent (like the Snoop commercial).
Instead this commercial says three things - "Content, Affordable, Perfect Gift" - and it says it quickly and simply.
Thanks to candlebougie whoever it was at Wackbag who uploaded this.
Bradly: you have a pretty good point. The biggest draw to satellite radio is content - in other words, MUSIC. But how do you portray the thought of "music" - and even more importantly - "unlimited music for every genre you can imagine and even some genres you never thought you would like."
The Inno commercial focused on "discovery" - which is great for an INTERNAL term, but regular people don't give a shit about "discovery" - they need to get the FEELING of it, not the explaination.
iPod commercials are great. They play "cool" "new" and "hip" music and show people enjoying this music with their iPods. The meaning is direct and effective - "cool people use ipods."
Unfortunately, that sort of branding campaign is EXPENSIVE as well. iPod + iTunes commercials were EVERYWHERE for a while. Look at what Target did - they made a cheap brand into a "hip" brand - but at a price.
But in the interests of CFBE, we can't necessarily go the all out deep-branding route. Instead, XM needs to explain - IN PLAIN ENGLISH - what it is they provide. That's why I like this commercial. It's effective, for the purpose it serves. Is it going to win any awards? nope. but it get's the message delivered.
In time, I'd definitely like to see a more cohesive "discovery" commercial - that is when Marketing has a decent budget to work with. The sad fact of the matter is that in order to advertise a mass media branding campaign, a SHITLOAD of money needs to be thrown at it. And right now isn't the time for that.