Kingsford Charcoal

KINGSFORD CHARCOAL: Commercial Radio EIRP of the year?
KINGSFORD CHARCOAL: COMMERCIAL RADIO EIRP of the year?
By Dan O'Day


You know how the Raiders of the Lost Ark begins with a terribly exciting action sequence and then throughout the movie keeps piling on the thrill?


That's what this is like advertising. Unless it starts horribly and then, amazingly, gets worse and worse.


Advertising crosses the common human experience. When is the last time you met a hamburger speaking and / or sausage to talk? How does this scenario actually little contact with your life?


And ... about a hamburger? How original.


If the advertisement was created by an advertising agency (and not - as I have cherished hope - a precocious 7 year old who was allowed to watch Mad Men), now I'll reveal a trade secret jealously guarded:


This is a national branding adaptation of a silly, cliched, paint by numbers model long used by people who should be allowed near a radio message.


The radio is a visual medium, and successful radio advertising paints images of the results promised by the product or service.


Maybe you thought about a hamburger.


Maybe you thought about a sausage.


But you do not food picture on the barbecue grill, the smoke escape slowly to hungry customers who are delighted by the aromas.


Next: A rain dance???


That is so lame comedy Climax, mind bogglingly stupid if my scornful invective most could not begin to do justice.


I mean, a rain dance? "?


But here is what makes this business in the Hall of Shame:


I heard this place in Los Angeles.


Here a special note to Guy From New England wrote that this Commercial: In this part of the country aƒÆ’a‚ Âc aƒ Âc ac a‚¬ Å¡aƒ ¬ aƒ Âc ac, ¬ a‚ In fact, in most regions of the United States aƒ Âc aƒ Âc ac a‚¬ Å¡aƒ ¬ aƒ Âc ac, ¬ a‚ we do not have "outdoor dining."

We have barbecues.


Among the many things you've never heard the radio ad: Speaking the language of your target audience speaks. If Californians have "barbecues", why would you tell them about their "outdoor dining"?


All right. The experience, entry-level editor who wasted advertising dollars Kingsford did not know that barbecue is a regional colloquialism unheard of western Mississippi. After all, you do not know what you do not know .


But not a single person across the board knew and cared enough to say: "Uh, guys? Nobody here said "cookouts"??


I have an idea: Let's all get together and do a rain dance. Perhaps the storm that embarrassment resulting walnut Audio 60 seconds.