Tuesday, August 18, 2009
Sometimes It's Not the Concept, But The Execution
Crappy YouTube version aside, I really like this spot from Verizon—and it's not because it contains an original concept. In fact, the spot is conceptually pedestrian and a yawner: In a role reversal, tech-unhip parents embarrass their kids with new found technology. Blah, blah, blah, seen it oodles of times. But it's the execution of the script and the acting that overcomes the benign concept.
First, the spot strikes a universal truth in poking fun at social networking sites like Twitter and Facebook, winking that the sites are gigantic wastes of time ("social networking" being the cute phrase that glosses over that reality). And mostly they are. (You have 724 "friends?" Really? That's not networking; that's whoring.)
Second, the acting is really good. The daughter plays the pissed off and embarrassed teen girl perfectly. The mother, in a bit of role reversal, is completely engrossed and only momentarily acknowledges her daughter's pleas by shooting her "I-can't-be-bothered-gawd!" glance then goes back to Facebook-ing. And of course there's the Dad delivering the great line, "I...am...sitting...on...the....patio." then wryly chuckling in the direction of his son and an unseen wink to his own slothfulness.
Is it an award-winning spot? Nah, I don't think so. (Heck, who can tell what advertising award judges will like from one year to the next.) Good stuff all in all! Makes me chuckle every time. But maybe I'm easily entertained.
What this spot does prove is that you don't always need an original concept to have a good, memorable spot; sometimes a good execution can trump that. And indirectly, I think this spot reinforces the idea that a good execution can save a mediocre concept, but a great concept can be ruined by poor execution. (I'd provide an example of this, but I can't think of any off hand. Hmm, that might be the problem right there. I'm thinking so.)
I'll end this post by saying, "I...am...sitting...at...the...computer...blogging...to...3.5...readers..."*
Yeah, no waste of time there, huh?
*But you complete me.