Wish I’d Thought Of That, (Part 94!)

I will admit that every blue moon Dreighton Pickner sees an inspired idea out there in adland that makes me stop, smack myself on the head and say “Jeez Louise, Ol’ Boy! You shoulda thought of that one!” The NOID from Dominos Pizza? What a fantastic character! (Notice how part of his name is derived from “Annoyed” but they never say so? Genius!) Or how about that campaign for Six Flags with the dancing old man who gets everybody to go ride the teacups? Now that had my toes tapping. Both had me really doing just a little soul-searching. I mean, those are fantastic ideas – I just wish they were MY fantastic ideas.

That brings me to this month’s article. I saw this spot for 1-800-OK-CABLE at my sister’s house in Poughkeepsie. And sadly, dear readers, I dropped the ball on this one too. It’s a regional ad playing in the Tri-State area for a cable package, featuring a high-energy music video that looks like it could be right from MTV! But this whole song is about the features of an exciting “Triple Play” package. Sure, it doesn’t hurt that the singer is, shall we say, easy on the eyes – but as you find yourself getting sucked into the music and visuals, you realize that you’re ALSO getting excited about a package deal for services!

Where they really took a big risk was using an unknown band and not a Soul Asylum or a Spin Doctors or whoever it is that’s big this week. The music itself has got a great energy to it that reminds me of No Doubt. I know what you’re thinking, isn’t that a little risky to do music this edgy? Well, my sensible side says “yes” but that against-the-grain spirit of mine knows that sometimes to create an impact you’ve got to take chances. And in this case I say “kudos!” And if you’re trying to reach the younger audience, this is just the way.

I’ve done my fair share of commercials that had music created for it, but nothing like this! This jumps right into your lap with just the right blend of a call-to-action and youthful energy that has you saying “Oh, Snap!” before dialing the number on the screen. This, faithful readers, is how it’s done “in the pros.” I just wish I’d thought of it!

P.S. Many of you have been asking what ever came of the second installment to “10 Biggest Myths In The Advertising Industry.” Well sadly, the floppy I had it on was unable to be rescued by my guy down at Kinko’s. Live and learn, I suppose. Even with the latest technology, you have to be careful! [dp]