…… the name of the company responsible for pumping out most, if not all, of the Adelaide-made and largely Adelaide-only commercials I can’t stand, that is. Hell, even their website is every bit as quaint and as minimalistic as their ads, and it just saddens me.
Don’t get me wrong, though; I’m not on any personal crusade to drive this company into bankruptcy or slander the people behind it. Instead, I’m going to make a constructive suggestion, as derived from The 12th Man’s “BONED!”: Don’t get bitter…… get BETTER. And even though I don’t know a lot about how the advertising industry works, I’ve seen and heard enough commercials on radio and TV in my lifetime to know the difference between those which help companies get rich, and those which help companies get by.
Which leads quite nicely into my first suggestion: placing quality before quantity. Aside from the transition from analogue to digital television, very little (if anything) about the production of their commercials appears to have changed in 21 years, and I therefore suspect that this is because improvements in production values have been sacrificed in favour of buying as much advertising time for their clients as possible. So even if it means producing less commercials and taking a financial hit in the short term, shooting on film instead of tape, increased use of 3D animated graphics, and using more than just a keyboard or two to create jingles may make the final product more effective and memorable.
Next up: less reliance on the Disney-esque, “EVERYBODY SING!” approach. While karaoketing, as it’s become known in this day and age, has always existed in some form on television, it’s become far too prominent in recent times, and if what I’ve read on certain sites about the phenomenon is any guide, I’m not alone in thinking this. I’ve observed over time that these ads are becoming the most complained about ones, so maybe it’d be better in jingle-based commercials if the singers are kept off screen, rather than being placed front and centre, in the future.
And last, but not least: more originality and less repetition. All advertisers are guilty of being overly repetitive and lacking in new ideas to some degree, and stepping outside this comfort zone to take the occasional risk usually brings more praise than panning, especially from blokes like me.