Media Production Mentoring

Free online film school designed with beginning filmmakers in mind.


Making a Good Ad


I'm happy to say that I'm very happy with their new advertisements. Very happy, because the one with Jerry was horrible. Horrible.

How bad was it?

Let me show you:

Microsoft: Ad Circus

That was many lessons in how to not make an ad.

  • 1. Keep it short. A minute thirty is too long, especially if you have nothing to say.
  • 2. Keep it relevant. A minute thirty is too long if your not going to talk about anything.
  • 3. Know your audience. Microsoft at this point does not know to whom they are trying to sell.

But then they started this new set of commercials (after quickly realizing their error... only cost them $300 million). They are much, much better.

Microsoft: I'm a PC

Much better.

Still, they could use a little help. Microsoft figured out their market, and how to talk to them in a way they care. They also kept it short(er). But they drifted a little in the middle there. Everything was going great, and they brought in Mr. Psychobabble and left his lame "I'm a human-being" bit in. Ugh. Off topic, rather lame, and ultimately pointless.

Editor says: Cut it.

So, other than that, Microsoft, great! I really love the beard editing joke and the "I sell fish." But the "...not a human doing" was lame.

"Stay on target." Good advice, Gold Five.

~Luke Holzmann
Your Media Production Mentor


-)_-. said...

Its a commercial about nothing....


Luke Holzmann said...

Not really. It's a commercial that is aimed at reminding people that PCs are a viable option for a large variety of tasks.

But, you are correct, it is technically just a branding ad, which is what most ads are... and by that definition, they are all about nothing. Apple is the quintessential example of this, and they have redefined the advertising world.