“Momma’s Gotta Shop” Is Not An Idea, It’s A Customer Insight

Overstock.com is a price play, and we all know how enticing low prices can be. It’s nectar to the price-conscious shopper.

Even so, I find the following commercial off-putting. Take a look:

Momma’s gotta shop. Really?

Well sure, if the family is to be housed, clothed, fed, transported to and fro and so on, then yes, Momma’s gotta shop.

This customer insight — or observation as the case may be — does nothing for the brand. Momma’s gotta shop, and hey ladies check it out, Overstock.com is an online store. Wow, get your credit card out.

To make matters worse (or better, depending on your POV), the Momma in this commercial is a cougar. It seems low prices excite her in more ways than one.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.