There is a TV ad currently running for ICS Learn, where a very nice actress recites very nicely a list of all the courses they offer. Still pictures pop up behind her depicting each course. There’s not enough room to show all the courses at the same time, so some of the images are replaced with others.
A list like that would be fine if presented in a printed brochure. But it’s no good as a TV script.
ICS appear to agree with me, as they are phasing out these old ads and replacing them with new ones, as shown here.
The first one is waaay better than the current ad. It focuses on one person’s story, as told by a fine young actor. Mind you, I still think they have given him too much to say.
The lesson is keep it simple!
Jackie Barrie, Writing Without Waffle · February 9, 2009 at 2:04 pm
P.S. I received a lovely message from Brigitte Read, their Head of Marketing:—We find that in order to get people to respond to our TV ads we need to give them quite a lot of information. We have tried simpler 30′ ads, but found we got very subdued response, so reverted to our 60′ standard. We try hard to blend form and function making responsive ads which, hopefully, are also interesting to watch. You will be able to find more of our new ads on our website over the next couple of months, so keep an eye out.—1. I’m flattered that anyone reads my blog!2. Even more flattered that they took the time to respond3. Impressed at the style of their responseJust goes to show that no publicity is bad publicity (when you handle it right)!Jackie(A graduate of distance learning).
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