When I watch TV, I try not to be too judgmental about the commercials I see. I understand how sometimes an idea sounds great on paper, but it’s hard to realize it on the screen. Or maybe I’m just not the target audience and I’m missing some reference to something else that would help me understand the ad.
But then some new Orbitz ads came along. I liked their earlier ads with the hovercraft. It clearly gave the message that you would get money back if someone booked the same hotel cheaper than you. Great. Good to know.
But then they switched it up with these new ads (see below). They are trying to be goofy, but they come across as confusing. If this guy really likes to know what to expect, why doesn’t he try to avoid the negative things? Does he like it when his pants are “embarrasingly transparent” after getting hit with an “unrealistic splash”?
The first few times I saw this, the spokesperson moved so quickly through his predictions that I didn’t know what was going on. After a few more times I finally understood the premise, but only until I looked them up on YouTube for this post was I able to catch the 5-second message stuck within the 30-second spot.
The guy’s actions don’t reinforce the message. If Orbitz helps you know what to expect at hotels with their ratings and pictures, why can’t the guy avoid the negative events and be happier–thanks to Orbitz?
Or–going deeper here–are we all ruled by fate and we can do nothing to avoid our destinies? We may know about the bad hotels, but nothing can stop us from staying there? For all I know, he could have used Orbitz to book his flight to LA on Oceanic 815…
I think I’m going to name this new Orbitz guy “Oedipus.”
What do you think? Did you like these ads? Did you get the message? Please leave a comment!
My name is Scott Bowen. I like to find trends and patterns in advertising and campaigns that I think do a great (or a bad) job connecting with their audience or using a creative new idea.
Scott,
I did like the adds, but since I watched them after reading your post, I think I was expecting not to understand them. Maybe the post also helped me “get it” the first time around.
I do see where you are coming from though with moving around quickly. I don’t think I would have understood the commercial if I didn’t have some sense of what to expect.
Also, I noticed you commented on our blog (Calvin’s post about Tunnel Vision) and I was just curious how you found it — do you know Calvin?
Thanks for checking out thesevenblog.com, and I really like your blog — keep up the good work!
Todd
Thanks for the comment! I’ve had fun putting this blog together. I just need to get back on a regular posting schedule.
I don’t know Calvin, but I do know Jess– I found out about your blog through her. The Seven Blog has been fun to read and I really like the fact that it doesn’t have the same theme or topic every day. You don’t know what you’ll see there each day. I’ll try to let others know about it!