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

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.