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Crazy Ads? Maybe You're Just Out of The Demo!


My father called me to complain, again. He's 82 and he's angry. "Son, I know you're in advertising and all that", he usually starts off, "but the ads I see today I wouldn't give you two cents for. They're stupid and they don't even tell you what they're selling!"

I explained it to him as best as I could. "Dad, it's OK, you're just out of the demo." "I'm out of the what?" "The demographics Dad, The key target audience for who they're trying to reach." "Well then who in the heck are they trying to reach?" He yells. "Must be boneheads cause those ads make no sense to any sane person."

Whether it's a beer commercial trying too hard to be funny, or like a recent FedEX commercial where Burt Reynolds sparred with a grizzly bear, I gotta admit that sometimes, Dad is right. I've been in the ad business for quite awhile now and know that in today's world, it takes a lot to get a business noticed. However I can't help laughing to myself when watching these ads, imagining the initial pitch to the client.

Secretary: Boss, those ad agency guys are here. Boss: What? Are they on the calendar? (disgusted) Oh all right, send them in. Young ad guy #1: Hello sir, and how are you today? Wow! That tie is whacked! Boss: It's what? Never mind. What have you got for our new ad campaign? Young ad guy #2: Oh this is so cool! Check out these story boards. Boss: (looks at the story boards puzzled, eyebrows creased in confusion). Young ad guy #1: OK there's no voice over at all! You just see a guy waking up in bed. Next, he rolls over and he realizes that he's in bed with the Burger King! Boss: He's what?? Young ad guy #2: Yeah! And then the Burger King, who's really this actor wearing the Burger King costume and a big plastic face with a frozen smile, reaches around and produces a Double Breakfast Crosandwich and hands it to the man who takes a big bite of it. Boss: (Now his eyebrows look like one unibrow as his cheeks glow red.) Young ad guy #1: Then they both share a laugh, pat each other on the back, and we fade to logo! Is that wild or what? It's going to generate huge numbers man! Boss: (Stunned then angry) I thought I told you guys to quit putting crack in the water dispenser!

See the problem facing advertisers today is the pressure to relate to the 18-34, 25-44 demos they so desperately need to reach, so they try anything they think will accomplish this and as a result, many people out of those key demos, don't get it. However, it dawned on me after my most recent birthday that sadly, I too have joined those ranks. So now when I watch an ad that even from my experienced perspective seems to make no sense at all, I just remind myself it's nothing personal. I'm just out of the demo.

Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results. You can visit his web site http://www.eisenbergagency.com. Contact Hal at halacious@eisenbergagency.com.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. September / 27 / 2020

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Global Advertising Market Highlighting Major Drivers & Trends, Growth During Forecast period 2020-2026  The Daily Chronicle

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Report: Governor's advertising campaign was used to collect Alaskans' info  Anchorage Daily News

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Local ad and PR pros share how the Covid-19 pandemic is changing their strategies  Nashville Business Journal

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Amazon reportedly prevents some device rivals from advertising competing products  CNBC

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Trump Retreats From Advertising in Key Battleground States  Bloomberg

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EFF, CDT Sue Government To Obtain Records About Federal Agencies Pulling Advertising From Platforms  EFF

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Kathy Metcalf is named IPA 'Advertising Sales Representative of the Year'  The Daily Republican

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Biden vs Trump advertising strategy in battleground states  CNN

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What Can Advertisers Expect This COVID Christmas?  AdExchanger

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Fashion Advertisers Rediscover Black Models  The New York Times

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Salt and Lineker - 28 photos of Gary and his celebrity mates advertising Walkers Crisps over the years  Leicestershire Live

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Facebook tries to head off election turmoil, angering both Trump and Democrats  The Washington Post

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Trump goes mostly dark in TV advertising fight with Biden  Associated Press

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Google's advertisers will take the hit from UK digital service tax  The Guardian

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Verizon and AT&T's billion-dollar bets on advertising and media are falling apart - Business Insider  Business Insider

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TikTok can help Walmart take on Amazon, Facebook, and Google  Fast Company

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ABANDONED MOTOR VEHICLE PETITION ADVERTISEMENT | Public Hearing | Notices | gwinnettdailypost.com  Gwinnettdailypost.com

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Biden and Trump Unveil Dueling Law-and-Order Ads  The New York Times

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