Category Archives: 60 Second

FreeScore.com: Male Home Buyer

I want to start this one off by apologizing because this commercial is… well take a look and you will quickly understand why I am apologizing.

 

The bad commercials are the ones that are hardest to review because as with this one, I don’t know where to start. There was no positive part to that ad and I am shocked that this isn’t a parody on themselves. If you have seen their other commercials then you would understand why I would think this is a parody.

With that in mind here we go. The simple idea of a trying to buy a new house and having to show his credit scores to the realtor before sealing the deal is a boring plot but it is a plot nonetheless. Throughout Free Score’s commercials they have always stressed the ‘hidden’ fact that all credit card holders have three separate scores that they need to keep track of and that is what drives their business. They have over done that concept with this commercial in that they need to move on to another selling point. Besides the quality of the ad, there are some people who understand they need to check all three scores but they need another reason that will bring them to freescore.com instead of another companies site. That is the first and most important step in making a better commercial and I recommend to Free Score to do this for next time.

The acting. I don’t believe I should even call it such but that is what it was. The first line that the realtor had, was a typical one and then after that it became extremely corny, extremely quickly. From the fist bump with his score to the too obvious piano music to the, “Don’t call me, I’ll call you” line that we all wish we never had to heard again. There was not an ounce of good acting in this and I hope the actors aren’t as bad as they came off to be or were forced to be.

Now for the mistakes which were too easy to notice. Why were there books on the selves, a single chair, and a piano in the room when the rest of the room and house appears to be completely empty? When selling a house either the all the furniture are in the rooms or there is no furniture in the rooms at all. On top of that we have the low credit score who is terrible at fake-playing the piano even though it was aimed to look as if he was actually playing it from the beginning.

Another issue in the quality was after the realtor left and the commercial seemed to change into a different commercial all together with the black border around their smart phone application. Then it switched back to inside the house with piano music playing even though the low credit score isn’t playing the piano.

This commercial left me very confused and there was absolutely no effort put into this ad, which made it consist of no quality. This was a waste of money on Free Score’s end and a waste of time for the viewer because we now have a bad connotation between this commercial and Free Score. For those reasons I have to give this ad a 1 out of 10. I would be shocked, but if you disagree with me then be sure to leave a comment.

-Adam

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Volkswagen: The Bark Side – Super Bowl Ad

Has Volkswagen taken the Star Wars theme too far? Or have they not taken it far enough?

 

On the one hand they have taken a good theme and it is getting them positive attention. Everyone loves the Star Wars and now everyone wants to see where VW will take this theme in the future. Yet they took it too far, or I should say for too long, in this commercial. 60 second commercials have their advantages but when it drags on, such as this one, to the point where the viewer is getting bored, the commercial is just too long.

Reduce the time from 60 to 30 seconds and this would have been golden. The “at-at” dog could have walked in around the 20 second mark and the viewer would still have enough time to realize that the song was from Star Wars. The phrase quality over quantity fits perfectly into this scenario and the overall focus of the ad would have been conveyed in a much more effective manner if it was shorter.

Beyond timing, the creative aspect is amazing. We have never seen dogs ‘sing’ a song before and the added fact that each dog represents a character from the 6 part series is seamless. We can easily tell that the darker, short dog is Chewbacca while the brown and white, small dog in the lower left is Padme. This only furthers the quality and relatablilty of this ad.

Wait a second, what does the concept of this ad have to do with cars? There is absolutely nothing that ties Star Wars to VW cars in this commercial. The flawless commercial last year with the young boy acting as Darth Vader had a great tie to cars but this one could have been a commercial for any company under the sun. The only part making this ad a Volkswagen ad is the couple seconds at the end when,”That’s the Power of German Engineering” is written on the screen under the symbol. What is the ‘power’ anyway? The action of having a couple of dogs in a room barking doesn’t speak to any definition of ‘power’.

I want to like this commercial. It has a lot going for it with the theme and the pure creativity but both of those aspects don’t relate back to the fact that VW is a car manufacturer. A viewer will be able to remember this commercial very well since they have never seen anything like it before but will they be able to remember that it was a VW ad? With all of this taken into consideration I will give this ad a 4 out of 10. Giving any lower wouldn’t respect the quality but any higher would ignore the excessive timestamp attached to it.

-Adam

Audi: Vampire Party – Super Bowl Ad

I am not one of the people who fell in love with Twilight nor any kind of vampire story, which led me to think that I was not going to enjoy this ad but I was pleasantly surprised.

This ad starts off normal enough with the classic bonfire in the middle of the woods but then it quickly turns into a fantasy with the vampire’s choice of drink being O+ blood and two others running up a tree in a race. The commercial then goes on to show shots of the Audi S7 driving through the wooded area with our ‘main character’ driving. However, after this unusual beginning the story starts to get boring and my interest faded but it was quickly restored when the mass of vampires start to get very annoyed of the headlights and then disintegrate into a cloud of dust.

I enjoyed the fact that the first half of the commercial felt like Twilight or some other series like that because I wanted to watch it to see what would happen. I got lost in the story just how a 14-year-old girl would reading one of Stephanie Meyer’s books. That aspect alone gives this commercial a great score but there is a problem when I said, “14-year-old girl”. I don’t know any 14-year-old girls who can drive or buy a car, let alone an expensive car such as this brand new Audi S7. The people who will enjoy this commercial aren’t going to be watching this commercial while the 30+ year-old men who will be watching this commercial aren’t for team Edward or for team Jacob. Marketing 101’s first lesson is know who your audience is and it looks like Audi’s creative team missed that class.

With that said, I believe that the 30+ year-old men who will be watching this and possibly buying this car will enjoy the people turning into clouds of dust. At any rate, let’s talk about the main point of the commercial, the bright headlights.

That in itself is a very interesting selling point because most car ads speak to the car’s styling, engine, or safety. One could say that brighter headlights are for safety (they proved to be very effective at removing vampires) but when buying a car that is not the first thought that comes to mind. When I think of an Audi’s lights I think about how different and stylish they look with the wave of LEDs, not about how bright they are. Audi did make a great concept around the small detail of the headlights in the grand scheme of it.

A couple small details that I want to point out are, first off when our main character pulls up and everyone starts to scream in terror/pain due to the headlights. No matter which car he is driving, he would be able to hear all of his friends screaming as loud as they were. On top of that, being that he is a vampire himself, I would think that he knows to turn off his headlights as soon as he is around fellow vampires. Not to mention that a considerate person would turn off their headlights once pulling up as to not blind the people in front of the vehicle.

The timing of this ad is noteworthy because the vampire phase has seemed to come and pass, yet Audi decided to make a commercial centered around the idea of vampires. I initially thought that the timing was terrible on their part but then I thought that this could be their way of saying goodbye to them. They killed off very last vampire in this commercial as a way to end the vampire phase that we just went though.

Even if Audi was thinking this or no, I believe that they made a good commercial overall. With taking everything into account I would rate this commercial a 6. You might think that it is a low number but between missing the target market and the flaws in the plot, I see no reason to give it a higher score. I am also considering the fact that I won’t remember this commercial tomorrow which translates into me not remembering the car next time I am shopping for a new car.

-Adam

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