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.



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.