Posts Tagged ‘Aflac’

An Advertiser’s Solution to Commercial Fast-forwarding

June 21, 2013

As I watched a rare commercial break this morning – I record just about everything I watch and fast-forward through the commercials – I was truly impressed with some photographic magic.  A fresh-faced, well-scrubbed young teen-age boy came  on the screen to tell me about the problems drugs can cause a guy. As he explained what they do to the brain, his face morphed seamlessly into a scraggly bearded,  unkempt, troubled youth. As I said, it was seamless. And, the video trick did not distract from  the message; it  enhanced it.

This type of video art made me reflect on how advertisers could cut way down on people fast-forwarding  through commercials by doing more of it. In other words, give the viewer something artistic and/or entertaining to watch. Some do.

The very effective Aflac duck commercial is a prime example. That one is quite expensive to make so not every advertiser can afford something like it. However, much lower-budgeted commercials can also be artistic and entertaining. Some of you may remember from many years ago the two local seniors advertising Southern Maid No-burn Bacon. At the end of their verbal sparring, one would always end with, “He’ll never learn.” A lot of folks laughed at those commercials and bought that bacon.

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Aflac’s Dan Amos Tells Columbus Rotarians…

April 13, 2011

The Japanese earthquake will not have an impact on this year’s earnings growth. Also, he said the people of Japan are not in panic. He said 75 percent of Aflac’s earnings come from Japan.

He said impact of the nuclear power plant crisis is something no one knows.

He is still speaking as I post this via iPhone.

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He’s finished and I’m back home at my computer.

My 2011 Aflac stuffed duck, which was in the seat of my table chair at the Rotary Club of Columbus meeting.

 

What is clear to me after hearing his talk is that he and his marketing folks really know how to make the most of situations that could be bad.  He and Aflac got a tremendous amount of positive national exposure from two crises, the Japanese earthquake and tsunami and the dismissal of Gilbert Gottfried as the voice of  the  Aflac duck because of insensitive jokes he tweeted about the Japanese earthquake.

 

The networks and news channels interviewed Amos right after the quake and tsunami because they knew of Aflac’s commercial ties with Japan.  And the firing of Gottfried generated over 8 thousand news stories, and lots of play by late night TV comedians.  The search for a new voice has drawn eleven thousands entries and gotten a lot of news coverage.

In referring to the CBS news story that called the Aflac duck the most famous in the world,  Amos said, “Eat your heart out Donald Duck.”

Every time he speaks to the Rotary club Aflac puts stuffed ducks at every plate.  I have gotten a number of them over the years and, of course, gave them all to children I know. I’m not sure who I’ll give this one to  because  I’ve run out of little children.  Anybody want a quacking Aflac duck?