Hoovers is a serious company that a lot of people respect. Which is why these commercials don’t make any sense to me. There’s no big idea here and the writing and acting is forced.
The company’s redesigned Web site does a much better job communicating brand value.
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.