Population Statistic: Read. React. Repeat.
Tuesday, March 22, 2021

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Users of Tivo and other digital video recorders hate television commercials, right? It’s a given. A driving force for adoption of the settop boxes is the ability to zip past all those annoying ads, ensuring that they never make eye contact with them, and get straight to their precious shows.

So when a bunch of hardcore Tivo devotees discuss commercials they like so much that they’ll actually lay off the fast-forward button to watch them, I’m thinking every advertising agency on the globe needs to pay attention. These people have a knee-jerk aversion to any and all TV ads, and represent your all-time toughest audience. If you can grab them, you’ve got it made.

Some highlights of the ad themes that made these clicker-commandos pause:

- Geico’s Gecko campaign

- EDS‘ “Herding Cats” spot from a few years back (which, personally, I thought was God-awful)

- Burger King’s “Fantasy Ranch” spot (of course)

- Hewlett-Packard’s “Picture Book” series

- Old Navy’s “Holiday Carollers” spots

- Starbucks“Glen Glen Glen” spot

- Costa Tsiokos, Tue 03/22/2005 02:28:02 PM
Category: Advert./Mktg., TV | Permalink |

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  1. I can re-create the dialogue of the people re-watching the BK comnmercial:

    “That was Hootie!” “No, it wasn’t.” “Bullshit,! I swear it was him.” “Rewind it.” “See?” “Well, holy shit. Rewind it again…”

    It’s like a traffic accident, only you have the power to repeat it ad infinitum.

    Comment by The Zero Boss — 03/22/2005 @ 02:53:28 PM

  2. And then, still not believing, they go on the Web to search for confirmation, and find this site. Thank you, Tivo!

    Traffic accident, indeed. When people gun past commercials so quickly, an ad has to employ shock-and-awe techniques to grab the eye. Opening with a shot of some celebrity in an unusual setting does the trick!

    Comment by CT — 03/22/2005 @ 04:18:06 PM

  3. I always stop TiVo when I see the one with the kid throwing his bat through the sliding glass door on his backswing. I can’t explain it, but it cracks me up no matter how many times I see it.

    Wouldn’t call it a very effective ad, however, because I can’t remember what company did the ad despite watching it at least 10 times.

    Comment by Monkey McGee — 03/23/2005 @ 07:45:13 AM

  4. Advertisers strive to strike a balance: Make the ad distinctive enough for people to notice, but not so much so that the product being sold is obscured. A lot of ads “work” in grabbing eyeballs, but fail to leave an impression, so they fail.

    The ad you’re thinking of, by the way, is for VOIP phone provider Vonage. And the background music for that ad was the subject of some fun posts hereabouts.

    Comment by CT — 03/23/2005 @ 01:54:09 PM

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