I remember watching the first Life Water commercial at the Super Bowl. You may remember it too, it was the one with supermodel Naomi Campbell and the animated geckos doing the Thriller dance (a dance, by the way, that The Pretty Account Supervisor and I are determined to learn by the first snowfall).
It was not the best ad ever made.
But I wrote off its utter lack of concept or idea as part and parcel of the Super Bowl dog and pony show that so often values high production value and memorable tune over deeper thinking. I decided to give The Arnell Group a chance to redeem themselves before officially disliking the campaign.
Granted, they didn’t know and probably don’t care that I was giving them a second chance, but that is still no reason to create this:
Beyond its facile use of a beautiful woman and some animation, there is nothing to this ad. Not an ounce of thought, not a spot of branding, not the hint of strategy.
As far as I can tell, the primary message of the spot is:
Lizard infestations are not something to prompt so prosaic a response as a call to the Orkin man, but rather dancing with abandon. That response will make the lizards your friends, which is awesome because then they can pull out their lizard instruments and create some music so you’re not just dancing by yourself like a crazy person.
Arnell, hear me now! Just having a supermodel holding your product while some animated amphibians play music does not a good ad make.
Please do a little thinking and return to the drawing board. Your ad is embarrassing.