Wednesday, February 4, 2009

Reasons the Teleflora Super Bowl ad was terrible

I'm not the first person to slam the Teleflora ad that ran during the Super Bowl, but I think there's a lot to learn from what happened.

1. The premise of the commercial was a stretch.
I think flowers in general came off looking bad in this ad. Is the quality of boxed flowers really that much worse than arranged flowers? Ad Age's Bob Garfield agrees.

2. Many people just didn't like the commercial.
I was following what people were saying about the commercial on Twitter on Sunday night. It got enough bad reaction from people Here's a sampling:

danieljohnsonjr: Wow. That teleflora ad was harsh. But it made a good point.
davidweiner: Has anyone ever heard of Teleflora before 1 minute ago?
pwarnock: Teleflora ad mean FAIL
MarketerBlog: Why are all the women featured in these ads stupid, insecure, or nags?
jallgire: Should pay more attention to the ads and less attention to Tweeting -- would that help me understand ad?
bobduffy: Flowers in a box ad was uncomfortable
adholes: People have money for flowers in this economy?

Check out what other people are saying on Twitter. Someone else on Twitter just posted that Teleflora is offering a coupon code discount to those offended by their Super Bowl ad.

The people who did like the ad mostly liked the snarkiness of one of the lines in the commercial, "Nobody wants to see you naked." Which doesn't really have anything to do with selling arrangements.

3. This kind of message tears our industry apart.
In most consumers' minds, there's no difference between boxed and arranged flowers. There's no difference between bedding plants and cut flowers. So why are our market segments attacking each other. If you're gonna rip on something, why not have a box of stale chocolates insult the poor office worker?

Sure, many companies use mudslinging commercials that attack other parts of its own industry to get attention, but when the consumer doesn't distinguish between the market segments, slamming someone else really means slamming yourself. When people are asking who has money for a luxury like flowers, we're all at risk of losing business. This is the time to come together to do some good marketing for flowers.


Trey Pitsenberger said...

My premise all along is the horticultural industries are fragmenting. There is no one "horticultural industry" that we can all get behind and work together for. Too many conflicting ideas about which direction to go. Too bad, but just the way it is.

Anonymous said...

I thought the add was great.
Flowers delivered by Fed-Ex or UPS from national flower services have been trouble. The sender never sees the quality and the person that receives the flowers is most of the time to kind to say anything.

Anonymous said...

no such thing as bad publicity. Our teleflora orders were up