. They need to create ads that show why people looking at a faster connection should go with cable without mentioning the alternatives
There is only one @Home ad I've seen that I like. They play it during CNBC squawk box in my area. It's the ad where the guy is on a Who wants to be a millionaire type program, it is the final question and the Regis character asks him who he wants for his "lifeline" and he picks the friend with a dialup connection, the other friend with the cable modem is shaking his head throwing up his hands and saying "I'm the one with the cable modem", it cuts to a split screen where the dial up guy is getting cut off and trying to redial repeatedly. Cuts to the cable modem guy who is blasting through screens to a picture of the answer (who are the four presidents on Mt. Rushmore?) and the voice over says fast, reliable, always on.
If they could just have an ad that says that four or five times fast, reliable, always on
You have no idea (or maybe you do) how demoralized regular people are by having to go through the crappola they have to go through to get on the Internet. They get in the middle of an hour download and "goodbye".
That particular commercial I actually look forward to. The commercial I'm referring to deals with what it is exactly that people are frustrated by when they use the Internet. It also demystifies cable access, it doesn't chide you to make the switch, it gives you the reason to want it without selling you a bill. This is what the very best commercial's do.
Nobody wants to be the dude hitting redial and listening to that awful modem sound after they see the other guy who already has the site up with the answer, cool calm and collected, incredulous that the contestant chose the friend with dialup.....meanwhile the guy on Millionaire is sweating under the spot light.
The other commercials were so bland and cute without being the slightest bit cool....I think cutesy is the word I'm looking for and I hate cutesy! I wanted the service and I hated the ads, I cringed every time they were on. They were anti-brand commercials. Speeds are meaningless until you put them in context of a real life situation. In fact you turn a lot of people off if you start mentioning numbers. If you do some stupid graphic to show speed, it's just that, a stupid graphic. |
