Monday, April 13, 2009

At The Beach … And Screaming

At The Beach is a tanning salon with locations in Oklahoma, Kansas and Colorado. I’ve never been to one of their salons, as I do not tan, so I can’t comment on the quality of their tanning products. But because I live in Colorado, I have been exposed to their unique brand of TV advertising.

The strategy seems simple enough. They have tanning beds, something called the mystic tan and you won’t have to wait. As far as that goes, everything is fine.

Then there is the issue of the character/voice over. Is the point of this to annoy you into paying attention? It’s brutal to your ears. It may make you pay attention to the commercial the first time. After that, you want to stab a Q-tip in your ear. I literally change the channel when this commercial comes on. That’s saying a lot for me. I purposely watch commercials because that’s what I do.

Not to mention the character is strikingly similar to Donna Versace.

Has anybody else seen this commercial? Is the point to annoy you into paying attention? Is that an effective mode of communication, or is it damaging to the brand?

-The Ultimate Account Guy

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