Lindsey’s Daily Deal: Is This Real Advertising, The New Jingle Doesn’t Jingle and Hey Snugarena!

By Lindsey Campbell, Captains of Industry

Hey Captains’ readers,

Here’s your Tuesday Deal:

1. Is this real advertising?

The reason real people in viral videos become famous is because they’re doing something authentic and unscripted. When David DeVore (from YouTube sensation, “David After Dentist”) was lolling his head about in the backseat of his dad’s car and asking him if this was in fact “real life,” he wasn’t PRETENDING he was doped up on drugs after visiting the dentist, he really was. It was the authenticity of the situation that made his viral video funny—and the fact that he screams like a raving lunatic for absolutely no reason.

Over 65 million hits later, it’s not surprising that advertisers want to use David’s star power for their own brands. But, does it work? In my opinion, not really. According to David Griner at AdFreak, David recently starred in a two-minute infomercial-like ad for Dr. Fresh’s Firefly toothbrush. Throughout the video, David not only demonstrates how to use the toothbrush, but he also reinforces the many reasons why we all need to brush our teeth twice daily.

All I can say is, what a let down. The David we know and love doesn’t even know what realm of the universe he lives in, never mind the how-to’s of oral hygiene. In fact, he doesn’t even know how many fingers he has—his best guess is somewhere between two and four. But, it’s not David’s fault his new ad is a flop, it’s Dr. Fresh’s.

We advertisers are ripping our hair out trying to get people’s attention, so when we finally see something that captivates people, our first instinct is to jump on the opportunity and use it for all it’s worth. But, as we can see, capitalizing on a real person who happened to be in a successful viral video isn’t necessarily the key to great advertising.

What do you think of Dr. Fresh’s new ad?

2. The new jingle doesn’t jingle

When I was kid, some would’ve called me a TV “addict.” Personally, I only think it’s a problem if you’re completely dependent on your drug of choice. (Pause.) OK, so I was an addict. What can I say? I was captivated by television. Any chance I got, I would plop down in front of the screen and immerse myself in the imaginary world of whatever I was watching. In fact, I loved TV so much that I’d even watch the commercials. Thankfully for me, I became an advertiser instead of a couch potato. However, from my avid TV-watching days, I’ve developed a residual symptom that I just can’t seem to shake—jingle recall.

After years of having my undivided attention, brands finally took a hold of my brain and implanted hundreds of jingles that I’ll never, no matter how hard I try, forget. “What would you do for a Klondike bar?” “The one and only Cheerios!” “Campbell’s tastes mmm mmm, good.” It’s maddening.

But thankfully for the TV cyborgs of today, brands are starting to use catchy jingles less and less. Why? Well, because they’ve decided to have actual music artists write songs about their products instead. According to David Burn at AdPulp, the Cotton brand is currently using Colbie Caillat and Leona Lewis to endorse their product. In their most recent commercials, both of the high profile music artists sing their hearts out about the fabric of their lives—cotton.

Not only do these catchy tunes get people flocking to the brand’s website to find out more about what these ladies are wearing, but you get to listen to an actual song rather than a jingle that will haunt you for the rest of your life.

I’m digging this idea. What do you guys think?

3. Hey Snugarena!

I don’t totally get Snuggie advertising, but I respect it. Mostly because the company has sold millions of these strange Jedi-like blankets since its arrival to the marketplace a few years ago. However, their latest ad truly befuddles me. It stars Snuggie-clad boys and girls, both young and old, gyrating their hips to a “hot, new dance craze,” called, you guessed it, The Macarena.

Wait a second. Not only do we have to endure creepy smiles and prolonged waves at the camera, but we also have to watch Snuggie-wearers get down to The Macarena? It just doesn’t seem fair.

Take a look at the new commercial and please someone explain to me what all the fuss is about.

Until tomorrow,

Captain Lindsey