Saturday, January 16, 2010

With Apologies to Jetstar

The following events started on Tuesday earlier this week. I have yet to get a response from any of the companies involved...

Well have you ever seen a truly awful ad on TV? One that just made you angry at how terrible it was, that is, the seventh time you saw it because all over times weren't memorable enough for you to even know you watched something you should be angry at? Well there's tons of bad ads out there but then there's some that are absolutely astounding in their lack of quality. Well I've had enough and I've decided not to wait until I actually become qualified to work in advertising. I'm going to write to these companies and tell them all the reasons why they did something very very bad that offended me as a viewer (not morally, just as a consumer who wishes to be thouroughly brainwashed properly before consuming things. You don't expect me do to all the work do you?) So surely nothing can go wrong right?

Well here's a bit of my "constructive criticism" I sent to Jetstar after seeing an absolutely terrible ad for a airline company:

Dear Jetstar Airlines

This letter is a response to your advertisements on TV that I saw recently. I want to tell you why it was terrible and how/why you should improve it. I was absolutely appalled by the sheer lack of effort, quality or even basic knowledge of how advertising works present in this ad. The ad I refer to consisted almost entirely of a single shade blue screen with plain informative text and a song on the background. It didn’t capture attention (except in how truly terrible it was) it looked uninteresting and fails in trying to appeal to an audience.

Surely you should know that we’re bombarded by hundreds of images, logos and advertisements but marketing is a competitive business. Only a few stick in our heads so you can see the importance of making an imprint on people’s opinions. Advertising is meant to appeal to a person’s sense of security, comfort or convenience; something your airline should supply for anyone travelling. From families going on a holiday to business men attending a conference, Jetstar can supply all your travelling needs! Your flights are affordable and your friendly well trained staff are devoted to making your customer’s journey as enjoyable and comfortable as possible. Can you see how that’s more appealing than just giving them information to read without any voice over? Your ad isn’t stimulating or memorable. You may not be personally responsible for making it but you should be in charge of deciding if an ad for you gets accepted or not to be broadcasted.

As a film student I am capable of making an advertisement far better than whoever made the ad I speak of. I’d gladly give you half a dozen suggestions for ads that would be entertaining to watch and informative but often people won’t take suggestions from people who aren’t employed by them for legal reasons, especially from game designers or song writers. If you wish to hear my ideas for ad campaigns then by all means ask, I encourage you to do so, but if not I still implore you to come up with a better advertisement. It really is so terrible it’s most likely detrimental to your image because it’s so terrible.

Remember, an ad isn’t just a number and a name on a screen telling someone how much and what company can give them whatever service they want, it’s a competition be the most interesting and appealing thing between parts of a show. You need to make the audience want your service not just know of it. If I can make an ad worthwhile talking about then surely you can too. Best of luck next time! I know you are capable of making an ad that works.

Make it funny or awe inspiring or just aesthetically pleasing. Make it good.

Well! I sent it off the next day in the morning thinking "I just wrote my first letter to a company!" so that was good. That day was looking quite hopeful!

Then I got home from wherever I was that day (I assume I was outside, after all I did need to go back inside after it all) and sat down to watch the TV. I was watching The Simpsons as I was the previous night when I had seen that terrible ad... and then there it was again. I looked closer at it this time.

Then I saw the company logo. It was "Skywest" not Jetstar. I had just sent that letter to Jetstar! Ohhh... no... and now they have my home address and name. DAMNIT! Time to send an apology letter and hope they get them at the same time.

Dear Jetstar Airlines.

I recently sent you a letter complaining about how absolutely terrible your ad campaigns are and I would like to apologise. They were actually ads for Skywest. You see that’s just how bad they were! They were so bad I didn’t even know what company they were for and so I have embarrassingly complained to the wrong people! Well I don’t know how you sort your mail and in fact, someone might read this letter before they read the other one. If that happens perhaps you could have a laugh at the embarrassing circumstances surrounding this unfortunate mix up and be entertained by my views of your competitors. In the end I do say you are capable of making a better ad, and this just proves that you can. You’re better than Skywest and you also go more places. Good on you! Sorry for that, I have sent a letter to them instead now.

Terribly sorry for any inconvenience or offence my lack of thinking has caused you.

Surely they'll take it all in good humour right? And surely this experience has taught us nothing but the importance of good advertising! Had their ad been succifiently good enough for me to not forget as soon as I had seen the ad (twice, by the way, second time I had to get someone else to tell me who the hell the ad was for even though I had payed attention. Even then I had to look it up to be sure) then I would've complained to them in the first place instead of Jetstar! Or even better, I wouldn't have to complain about how much they suck in the first place! Someone has to tell them they're wrong, and I'm as good as anyone right?


No comments: