I suppose I'm not your "average" consumer. I rarely watch any commercial and think "Hey, I didn't know that existed. I suppose I'll consider buying that now that I am aware of it."
But there are some commercials that seem to have the opposite of the desired effect on me. Commercials that make me loath a product or company. Not because of the actual product or company... but because of the commercial. The product could be awesome. I might actually want one. But there are commercials that can completely kill that desire within me.
Take for example Subway. I don't actually eat at Subway very often as it is... but their commercials are not really helping their cause.
WE GET IT. YOU SELL SELECT 12" SANDWICHES FOR AS LITTLE AS $5. ENOUGH ALREADY.
You commercials are annoying. Your jingles are annoying. I hate you and no longer wish to patronize your eateries. You could serve the most incredible and delicious sandwiches on the face of the Earth (you don't, btw) but your commercials would convince me to never buy them.
The problem is that rather than have the desired effect of "oh, there's that Subway jingle in my head again... damn, I could REALLY go for a sub right now!" I typically end up with "FUCKING COMMERCIAL, GET OUT OF MY HEAD. I HATE YOU SUBWAY!"
Through my eyes, I suppose there is no perfect commercial... but I do enjoy commercials that are either clever or make me smile. Some of them anyway. I think I could put most commercials into 3 categories:
- HAHA! That's awesome. I surely will look into that product! (very rare)
- Meh. (a few of these)
- OMG. PLEASE, THINK OF THE CHILDREN. MAKE IT STOP! (TONS of these)
The problem is with the ratios. There are FAR too many of the 3rd type and not enough of the first type. I have no idea what the remedy is for this situation... because I surely am not going to be able to come up with ideas for enough awesome commercials to replace all of the shitty ones.
I just wish I didn't have to watch as many shitty ones.