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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

A great example of ineffective TV advertising

Am I the only one who finds the NFL Play 60 TV adverts a great example of bad advertising?

The flaws are fairly obvious. This is what I see:

1) Best I can tell—which I’ll get to in a minute—the Play 60 program is about getting kids to move, to play. It’s an effort to combat childhood obesity. Yet 90% of the commercial is focused on NFL players sitting on a bus bobbing their head to what is admittedly a nice track. Any activity by the kids comes in the last 5 seconds. Ironic, eh?

2) What is Play 60? If you didn’t do the math and understand that the current recommendation is for kids to exercise at least 60 minutes a day you’d have no idea what’s being promoted, would you? What’s gain in assuming people already know what Play 60 is?

3) The spot is not very context friendly. Think sports bar. A fair number of people watch but don’t get to listen. The spot totally fails to consider the context of the audience.

4) There’s actually a shortened version of the commercial that only makes the above matters worse.

It’s hard to believe that this is the best the NFL can do given the resources available to them

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