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by 6stringmerc 3384 days ago
Can you please write an email to your Marketing Department and pass along a note?

Here's the text:

"While effective in your goal of creating Brand Recognition of 'Open Door' please be informed that the blitz campaign with the radio ad featuring the sound of a doorbell ringing, followed by the company name, 'Open Door,' was one of the most unabashedly Pavlovian ear-worm manipulation techniques I can recall. It almost makes 'Head On - apply directly to the forehead' look like high art. DING DONG - OPEN DOOR! DING DONG - OPEN DOOR!

Because of this tactic, I will never, ever reflect upon the brand of Open Door with anything but disgust. Yeah, you got market share, good for you. How you did it, however, makes me want to puke."

It might sound extreme, but I have a sensitive brain. That goddamn commercial was everywhere. And terrible.
2 comments
jdross 3384 days ago
I am sorry about that ad. We cut it after two weeks, and modified it after the first week to be less intrusive.

I'll take fault for letting that through review; I got your email the first time it went live. I learned a lot from it, as did the team.

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6stringmerc 3383 days ago
Yeah it was really bad and hurt the brand. Subsequent ones are a lot more appealing and, not kidding, very high quality and effective.

Glad you've decided to take a more mature tack in advertising, but as we all may well know, you only get one chance at a first impression. As such, I don't intend to brow-beat you or your team, just let you know that certain choices have consequences. That commercial was essentially a landmine and if shrapnel happened to take off a limb or two of yours in the process, I hope it's a good learning experience.

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jdross 3383 days ago
Always appreciate the feedback.

Like most companies, we used an agency and gave them a brief containing benefits we want to convey, which they turn into a script and produce. We learned that getting closer to the ads is quite important. We don't work with that agency anymore.

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danblick 3384 days ago
I only learned about "head on" in the last month or so. In case anyone missed the reference, it's an annoying TV commercial:

https://youtu.be/f_SwD7RveNE

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