“12 Months!?!”

A new ad starring Ben Stein and Shaq promoting a special price for Comcast Digital Cable totally misses the mark by showing the two handcuffed together and then making a point to emphasize that they’re going to be shaq-led for 12 months.  The idea is supposed to be that Shaq represents “Being the best” and Ben represents being frugal.  But instead all I get is that I’d be locked into the deal for a year.  It doesn’t help that after the two are handcuffed they are shocked to discover the duration of their deal…

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Has anyone else noticed lately that the industry hasn’t quite figured out the whole 4:3 vs 16:9 thing? This is one of many ads I saw last night during Chuck that completely ignored the fact that the majority of american televisions are still 4:3.  I have an original HD DirecTV Tivo and an HD projector. I don’t get local channels in HD yet and was watching the 4:3 NTSC feed of Chuck.  I don’t know if DirecTV is just taking the HD feed and cropping the sides off or what.  But either way, it is the responsibility of the people making the ads to protect any important information inside of 4:3 title safe.  (By that I mean the Editor or the Producer or the Ad Agency or the dude at Microsoft who said “sure that looks awesome”)  In this case (see photo) the Windows ad “Life Without Walls” the “S” is completely cut off and on most TV’s the word “WALL” would also be cut off due to the 10% action safe. In another major ad last night the on the screen talent was half outside of 4:3 safe – literally one eye on screen and one off.  Again on an older TV that probably means you can only see his arm flapping around.

Here’s a message to the dude (or chick) at Microsoft who paid millions of dollars for that mess… if the majority of people watching the ad can’t see the last half of your tag line, how is your message getting across?  Surely the tag line “Windows – LIFE WITHOUT” is not what you were hoping to communicate.  But that is the message that 80% of viewers saw Monday night.  Maybe you need a new editor/producer/ad agency to give millions of dollars to. Call my people and we’ll talk.