THE ART OF OVER PROMISING.
Michel Rothschild®
Award-Winning Multicultural Creative | Freelance | 72andsunny, OKRP, DeutschLA, Pereira O'Dell, D3, DIESTE, Conill | Building Strong Collaborative Inclusive Teams 🇲🇽🇺🇸
I recently was watching TV when this pretty piece of advertising came along. I have to be honest the spot looked interesting. it had:
-Great Casting
-Great look
-Compelling and intriguing lines
-So on and so forth...
I mean you had people of different ages and ethnicities telling you how they felt about something... and their words felt authentic and even a tad inspiring as they talk about it... people described their feelings which ranged from a children's smile, taking a stroll with your loved one on a beach to actually getting the chills... all powerful feelings that build your expectation up and literally after 25 secs it all coming crashing down in blaze of glory. They were ALL talking about a tea. YES, a fucking tea from a chain store nonetheless.
When you invoke true deep human emotions and feelings you better have them connect to something real; after all no one wants to connect with a lamp (unless you are IKEA and hire Spike Jonze to direct your commercial). All kidding aside, I think they totally mismatched the feelings and intention to the product. What could’ve and should’ve been a lighter more fun spot matching people’s feelings towards a tea turned into a huge overpromise that by the time they got to the product it felt beyond contrived.