The World’s Most Repetitious Advertising Campaign…in the World
Posted on 24. Feb, 2010 by The Relationship Era in Blog, Brand Stories, Trends
If you’re unfamiliar with Nationwide Insurance’s “World’s Greatest Spokesperson in the World” campaign, you’re probably also unaware that it’s the year 2010 and that the Winter Olympics are currently taking place in and around Vancouver, B.C. Described by a company press release as “in heavy rotation,” the television commercial is as much a broadcast symbol of the 2010 Olympics as Bob Costas (though only slightly more annoying). It’s a clear drive to online social, but I’m wondering if the annoyance factor outweighs the potential engagement benefits Nationwide is seeking.
Today, if you have to use the blunt television instrument to mindlessly pound an idea into peoples’ heads, you should probably look for another idea—even if the point is to get people to a place where the conversation can be more intimate. And notwithstanding the obvious humor intended in the spokesperson story line, the idea that Nationwide cares about people so much that they have to hire someone outside the company to be on the consumer’s side suggests something about the brand that seems a bit off. Nationwide may be on your side, but to actually get any help from them you’ll have to have the phone-strapped, mic-toting reformed hermit formerly known as Grizzly Adams on your other arm.
Maybe I just care too much…
2 Responses to “The World’s Most Repetitious Advertising Campaign…in the World”
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Amber Benson
25. Feb, 2010
Alright, Greg, blatant Bob Costas slam aside (we’ll deal with that later)–I think we have to acknowledge that mass still has a role to play in the marketing mix–even in the relationship era. In order to have a relationship with you, I have to meet you first. In order to meet you, I have to be attracted to you. And most of us are attracted to pretty folks who make us laugh.
Establishing the tone of a brand. Building broad-based awareness. Heck, generating buzz and online traffic. We’d be hard pressed to find another channel that could do those things as effectively in a short time frame at that scale–particularly for a national brand. I find it interesting that Nationwide abandoned an employee testimonial format (probably more in line with their purpose and values) for this execution which is actually focused on products with distinct customer benefits.
And yes, you do care too much.
Greg Flory
25. Feb, 2010
Thanks for the smart comments, Amber. I completely agree with you that mass still plays an important role in making introductions and getting people familiar with the brand. I also think TV, print and radio can help stay in touch with consumers and build out a more enjoyable experience. And if there’s an opportunity to be funny, I’m all for it. This is just one of those instances where familiarity has the potential to breed contempt, which speaks to frequency–my primary grievance with Nationwide’s approach in this case. And if the goal is to encourage an online visit, I think they could have been less self-indulgent with the commercial and made a stronger and more compelling call to action.
While I still find it just a wee bit interesting that the suits can’t be bothered (or is it trusted??) to listen to their customers themselves, I will concede that it is an attempt at humor. As for Costas, I can’t help but begrudge his clever barbs and the fact that he ages at about the same rate as the plastic pie and “Death by Chocolate” on the desert tray.