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We Have Enough Dings On Enough Devices. Do We Need To Hear Them During A Commercial Too?

June 19, 2010 By Leave a Comment

I think Hill Holliday is one of the top ad agencies in the U.S. today. But they missed the boat with their “Cursor” campaign for John Hancock.



It may be true that important financial conversations don’t always take place face-to-face, but how is that a good thing?
The only thing the commercials in this campaign have going for them is the quiet (and the stillness of the shots). Sadly though, the very quality that gets one to pay attention is ruined by the repetitive and unwelcome ding of incoming instant messages.
Plus the viewers here are forced TO READ. No one wants to read a TV commercial.

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About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.