(Promoted by popular demand — my own)
10 years ago, this would have been an unqualified disaster — a truly terrible ad. But the advent of the Internet has changed the rules, and for that reason, Flea Market Montgomery has hit a grand slam with this one.
With the rise of YouTube and other file sharing services, the TV ad can move beyond the TV and into the world of the net. If you strike the right chord, your ad isn’t just seen by passive TV viewers, it’s emailed at a fast and furious pace by legions of netizens. And striking a chord can be done by a fantastic ad, or an ad so bad that you can’t help but pay attention.
Is it a cheesy ad? Oh yeah. But has it been seen by millions of Americans online, and tens of millions on TV? Even parodied by SNL? Hell yes. Had it been a “good” ad in the traditional sense, a few thousand local people might’ve seen it, and a few dozen might’ve been spurred to go to the store. But with this approach, the store is now known across America. And you better believe that that has led to a heck of a lot more than a “few dozen” visitors. Any ad creator who does not take into account the web’s “echo potential” is playing by outdated rules.
The rules of the game have changed. And when it comes to TV ads, “annoying” can sometimes be “annoyingly good” or even “annoyingly fantastic.”