This weekend I saw two commercials that really intrigued me. They caught my attention not because of what they were selling, or how well, or poorly they were executed, but because of what the commercials suggest about the advertisers perspective on their customers.
The first ad was for Flomax, a prescription medicine targeted at male urinary symptoms. The ad ran during Larry King Live.
I would have missed the ad entirely were it not for one of the last things the announcer said. He implored readers who wanted more information on Flomax to check out their ad in *Popular Mechanics*.
They did not provide a URL or suggest that people Google Flomax. They apparently believe their customers are more likely to go out and buy a copy of Popular Mechanics and search through it for the ad, than they are to seek out Flomax on the Internet.
The next ad’s intriguing perspective was a bit subtler. It was for Western Union Money Transfer, and it ran during MSNBC’s Countdown with Kieth Olbermann. Western Union is a service which allows a sender to take money to a Western Union affiliated location, usually to a local check cashing spot or supermarket, and then allows a recipient to pick up the same amount of money at their local Western Union affiliated location.
In this ad, one of the key benefits to using Western Union is how fast the money gets to the pickup location. Apparently Western Union must use some *really fast* non-computer based delivery system to get the money from one location to another. Perhaps, say, carrier pigeons. I say this not with any insider knowledge, but because if they were actually using computers, it would not be at all impressive for a computer to credit one account with, say, $100, and debit another account with same in, perhaps a second or two.
So by my estimation either Western Union doesn’t use computers, or perhaps they just believe it more likely their target audience has entirely missed the digital revolution.
Nah, that couldn’t be it.