Wednesday, November 28, 2007
News Flash! Lifesavers are sweet.
This is a funny spot. It will do nothing for Lifesavers. It won't change their image. It won't make them cool. In fact, the idea that someone doesn't know what a muffin top is as the premise of a commercial, might make them even less cool. There is no information in the commercial. Outside of disseminating (or to be genderly-balanced, de-ovary-nating) the Lifesavers' name--which is confined literally to the last 50 or so frames of the spot--I see no purpose whatsoever in this execution. They'd have been better off buying a :04 and doing some nifty graphic crap with the logo. An utter waste of money. However, this is the kind of work traditional Madison Avenue extols. Duh.
Posted by George Tannenbaum at 7:24 PM