Spot on is a new feature of the LSB blog that invites community reaction to advertisements. It is the brainchild of Lee Schmidt and will appear on a monthly basis on these pages. Feel free to continue the conversation started by Lee and Rachel.
Lee Schmidt serves as associate creative director and copywriter at LSB. Before beginning his advertising career, Lee was a professional big-wave surfer, zip-line eco tour guide and Hugh Hefner’s personal proofreader. He tweets at @DonDraperCD
Rachel Yanofsky is an Assistant Account Executive at LSB. Though originally from Boston, she now prides herself on her cheese-devouring and milk-chugging abilities and has no sign of a Bahhston accent whatsoevahh. She tweets at @rsy22
The Commercial: KY “Jelly Sandwich”
LEE: What appeals to me most about this TV spot is its understatement. No fireworks, no over-the-top imagery. It’s very sly, very low-key. I like how it lured me in.
RACHEL: While this appeals to me as well, I feel that the message is almost too understated. Perhaps if it provided a more descriptive tagline at the end, I would’ve felt that the ad was more complete.
LEE: The picture tells me the whole story. But I don’t think you’re alone, Rachel. This spot was created by an agency in Brazil. If an American ad agency had produced it, I suspect it would have a tagline. Do you think this spot would air in the U.S.? I mean, other than on some cable channel?
RACHEL: I believe it would air in the U.S. considering its message is portrayed discreetly and remains tasteful. Also, it seems pretty tactful compared to America’s K-Y TV Commercial “Shocked” that aired recently. Since you’ve been in the ad industry longer than I have, what is your opinion on this?
LEE: The spot does take a tasteful approach. Still, there’s a double standard on TV. Programs in prime time can say and show and suggest things that commercials cannot. I suspect “Sandwich” could run on American TV but not during “family programming.” By the way, I thought the music track really helped tell the story. Sometimes music is incidental to a spot. Just background. But in “Sandwich” it helped set the mood.
RACHEL: I definitely agree that the music helped set the mood. Also, I liked how they included the natural sound of running water and toast popping in order to draw attention to important elements of the ad. One aspect of the commercial I did not like was the abrupt cut to the product at the end. Not only was the image of a night table and photo clichÃ©, but it just seemed repetitive and unnecessary.
LEE: Good points. The ending was a bit ham-handed. Overall, however, the spot succeeds. I’d love to see commercials in this country take their cue from this spot. It treats the audience intelligently. It doesn’t telegraph the punch line. It leaves you with a smile.
RACHEL: When I was younger, I always used to judge commercials. Too often I seemed to come to the conclusion that there were a lot of bad commercials out there. Commercials like this one make me think maybe I was just too young to understand some of them!
If you have more thoughts on this commercial or spots in general add to the conversation in our comment section. Rachel and Lee would love to hear them.