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TV commercials are 99% pathetic. For the most part, they’re boring. And the most horrific part…they don’t sell anything.

No wonder TV ads are losing effectiveness….and watchers prefer TiVo….and companies are doing evil things like this.

The secret is to make people want to watch the commercial breaks. ABC did a great job with this on Wednesday night with a fake commercial for the Hanso Foundation. Many LOST fanatics who are Tivo users missed the spot. I bet they will now start watching the commerical breaks with the same intensity that they watch the show.

It’s not about the offer. It’s not about cool creative. It’s about making your message RELEVANT to the people you’re talking to.

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Chris Houchens is a marketing raconteur & writer. Connect with him on Twitter or Facebook.

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