subject: Dr. Scholl's Radio Advertisement Critique [print this page] DR. SCHOLL'S RADIO ADVERTISEMENT CRITIQUEDR. SCHOLL'S RADIO ADVERTISEMENT CRITIQUE
by Dan O'Day
The other day I heard this radio advertisement...
MAN:Excuse me, ma'am?
WOMAN:Hi, how can I help you?
MAN:What is that COOL looking machine in the pharmacy?
WOMAN:Oh, that's our new Dr. Scholl's Custom Fit Orthotics Center.
MAN:Whoa! How does it work?
WOMAN:Well, you just step on it, and this amazing foot mapping technology identifies the areas you put the most pressure on.
MAN:Oooh!
WOMAN:Then it recommends the custom fit orthotic that's right for you. Go ahead, give it a try.
MAN:It says I have low arches...and I need Orthotic 410.
WOMAN:Great!
MAN:Hey, you see that?
WOMAN:See what?
MAN:My feet. They're smiling!
WOMAN:Aw...
ANNOUNCER:Dr. Scholl's Custom Fit Orthotic Center. For locations, see doctorscholls.com.
Let's analyze this piece of radio advertising, shall we?
From the opening lines, they've already repelled the audience with that 100% fake "How can I help you?"
I keep saying this, but some people just don't seem to be listening:
Your opening line is the commercial for your radio commercial. It's your one chance to attract the attention of your target audience.
"Hi, how can I help you?" doesn't attract ANYONE's attention. It's a complete waste of commercial time.
Granted, it's tough to identify their targeted listener through this thicket of audio weeds, but they're trying to attract the attention of people who need "orthotics."
Of course, they don't bother to tell us what "orthotics" means. After all, many of the people who work for Dr. Scholl's probably know the word...even though the woman providing the voiceover probably doesn't.
Advertising Solves Problems. No one awakened this morning with thinking, "Darn it! I've GOT to solve my orthotics problem!"
But lots of people want to get rid of problems that Dr. Scholl's might be able to help with: Foot pain; arch pain; back pain; bunions; heel pain; knee pain...
Then the guy says, "What is that COOL looking machine in the pharmacy?"
Please identify the universe in which an adult would get so excited about the "cool looking machine" in the pharmacy.
When he finds out what it is, his emotions REALLY go into overdrive: "Wow! How does it work??"
Oh, I get it. He's President of PWAEIPeople Who Are Easily Impressed. Wait until he sees the electric can openers on Aisle 4.
The woman refers to "This amazing foot mapping technology..."
This woman apparently is supposed to work in a large supermarket or other big store. (Because Mr. Easily Impressed says "in the pharmacy," they must be speaking somewhere close to but not inside the pharmacy.)
What would her answer REALLY be?
Well, if this story were set in the Real World, she would have said something like, "Oh, it's a machine that you stand on and it tells you tells you what's wrong with your feet."
And then, in this radio ad, she says, "Go ahead, give it a try."
WAIT A MINUTE! This conversation is not taking place inside the pharmacy. How is he giving it a try?
Not only were they magically transported to the machine; apparently Mr. Golly Gee Whiz entered the store without shoes. She tells him to give it a try and WHAM, he's already standing on the thing in his stocking feet AND it's given him the readout.
And now...His feet are smiling.
Probably you're expecting me to ridicule that. But clearly this poor guy is suffering from a chemical imbalance and desperately needs to get back on his meds.
