When it comes to promo, there are things I see and hear that make me say, "Why?" This is usually accompanied by a dramatic head shake and heavy sigh.
Most, if not all, are not a result of tighter budgets, time constraints, or client/supervisor requests, and are easily fixable.
With no apologies to anyone, these are like fingernails on a chalkboard to me (in no particular order):
Show and Tell. You know, when the video exactly matches the v/o. Total missed opportunity to add anything to the moment.
Clip Repeats V/O Copy. The clip/bite is supposed to pay off the v/o's setup, not duplicate it. Example of this travesty in action:
V/O: SHE FOUND TRUE LOVE...
Clip: I am so in love with you.
Radio Stripped from the On-Air. When this happens, it's obvious that radio was an afterthought. It may fill :30, but it's not really a radio spot.
Mix is Too Hot. Just because you love the music doesn't mean it should overpower the V/O and dialogue. Sounds like somebody didn't play it on the Auratones before shipping.
Too Much Copy. And the race is on... We've got :38 of copy that needs to fit into a :30. Just talk a little faster and nobody will notice. Guess what? Everybody noticed!
Superfluous Alliteration. Just like the title of this piece! More often than not, it feels hackneyed, stale, and forced - especially when used several times in the same spot or ad.
Continuity Goofs. A couple is close to each other, their left cheeks against each other. Cut to reverse shot - now their right cheeks are together.
Holiday Music Ad Nauseum. For our Xmas spot, let's use... I got it!... Jingle Bells, Sleigh Ride, the Nutcracker Suite or Mannheim Steamroller. How original! The same goes for Fourth of July - Let's go with something Sousa-ish. Just like every other mattress company, car dealership and department store.
Newspeople Trying to Act. Rare is the anchor or reporter who can really pull this off, especially in non-news scenarios that require them to deliver more than one line at a time. It diminishes us all.
Misused Words. Complimentary vs. complementary, fewer vs. less, and my favorite - penultimate.
OK, that's my list. I'm sure you have tons of things you see and hear in promos that drive you crazy, too. Here's your chance to let loose in 3...2...
- Ed
edrothshow@gmail.com
If you live by The Promo Code, please share this post with friends, colleagues and groups. You can even use it to show civilians what our profession is really like.
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