With so much focus on social media, TV has all but gotten off the hook for its ability to engage. Truth is, advertising is advertising - digital, mobile, social, or good old fashioned print and TV - it's all the same. It's all intended to get people (ideally, its target) to like, think about and buy a particular product.
Before the product or brand message can be effectively delivered, the ad must first get people to stop, listen, and then ideally, engage in some way.
Conversation-worthy TV ads have become fewer and further between. Some of this, I believe, is due to marketers' evolution in "objective" for TV and increasing reliance upon "new media" to do the engaging.
This new spot for ePrint by HP printers misses on one very important level, but it does well in two areas: it captures attention and is likely to get remembered / talked about.
Take a look:
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A baby weaving through traffic in a runaway wheelie cart, ultimately showing up as a beautiful print from HP's new printer, delivers just the right amount of shock factor without overstepping its boundaries. So that's the win.
But here's the miss - I saw this spot 3 times before any more registered other than cute baby + capable printer. What I got the 4th time was the super important part about the direct email-to-printer capability. This new printer makes it possible to snap a pic with a smartphone and send it directly to print on your HP printer.
Suffice it to say frequency will be this spot's friend, otherwise I fear most people will miss the RTB entirely and never understand why they need to run out and replace their old printer with this one.
By the way, do people still BUY printers? But, that's another story..
In this case, the buried RTB miss outweighs the good stuff referenced earlier, so I have to call it OFF STRATEGY.
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