Boston.com interviews a few good men in advertising discuss the future and possible media tactics now that TiVo and smart VCR skip commercials for people.
A choice quote comes from Terry Clarke, chairman and founder, Boston ad firm Clarke Goward says
“The trick is to find places where consumers are receptive to marketing.”
and
“Advertisers have to stop shying away from doing something good or risky.”
Amen to that Terry.
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I could not agree with this more. I just got a DVR (TiVo clone like thinghy), and I zip through commercials all the time (And I'm a freakin' producer). But, When I zip through I am ALWAYS watching, and I stop and rewind if I see a good commercial.
The only way a commercial is going to go the distance these days is to be unique and eye-catching, to make all of us TiVo junkheads pause and review. The new Burger King ad (Wake up with the king) is a great example. I was zipping through the emmys when I got home last night and I had to stop and go back. it was a GREAT ad.
Okay.. this comment's gone on too long. Let me finish by saying I wish my clients could understand that different is better these days... *Sigh*.. I need to be a national company, instead of just a regional one.....
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