Wednesday, July 16, 2008

How To Tell That An Ad Was Written Elsewhere

I just heard a radio spot for a credit card that earns airline mileage points.
It's a discussion between two people. Pretty standard: one talks about all the miles she's earning just by making regular purchases.

Here's the great part: she's excited by the prospect of earning enough miles to fly to Seattle.

From Vancouver.
A three hour drive.
A trip that can actually take longer by plane due to check-in requirements, waiting for luggage, the fact that both cities' airports are located somewhat outside of the city centre, and other factors.
A trip that few people would really get excited about taking. (Nothing against Seattle, but people in Vancouver hardly think of it as an exotic destination)
A trip that nobody in Vancouver would actually spend mileage program points on.

I get the funny feeling that this ad resulted from the following conversation:

Toronto Ad Agency Account Manager: "We need a Vancouver version of the radio spot."

Toronto Ad Agency Creative Type: "The usual?"

TAAAM: "Yup. Two people talking. Excited to earn miles. Flying to a fun destination. Blah blah blah"

TAACT: "Okay. What destinations are within the lowest reward level for Vancouver flights?"

TAAAM: "Ummm. Vegas... Portland... LA... Seattle..."

TAACT: "Vegas and LA are a little overdone. I don't know anything about Portland. Seattle sounds nice."

TAAAM: "Beautiful. Go for it."

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