Every few months I find myself falling in love with a commercial that the majority of the ad industry (or at least industry press) vehemently hates. A few months ago I was gaga for the quirky Geico googly-eyed stack of cash commercials while much of the rest of the world expressed intense displeasure. Did I love the concept behind them? No. Did I think they showed smart and strategic marketing genius? No. But did I love the catchy “Somebody’s Watching Me” tune and find myself getting off the couch to dance along? You betcha.
Knowing this, it should come as no surprise to anyone that the new Baskin Robbins ice cream cake spot is my favorite commercial of the moment:
And what a shock, the critics find it irritating. One even called it “brain-drilling.” Well it definitely gets me off the couch and dancing, even if it’s just a 15-second spot. But then again, I’m definitely in the it’s “a funny and joyous celebration of ice cream and cake” camp.
Besides, shouldn’t ice cream and cake be fun? Frankly, I have no interest in ice cream or cake commercials that snub their nose at silliness and humor.
You know who has it exactly right? Heather McLane at FresnoBeehive.com. Glad to hear her reaction to the spot was the exact same as mine: a dance party with an abrupt stop for a drooling trance.
Besides, the commercial is darn good advertising! Good thing most of the commercials out there don’t entice me into that “must have now” urgency.
And at $9.99? I’m a little concerned about my willpower — I live a mere block away from the closest BR.