10 Ways to Screw Up an Ad Campaign by Barry H Cohen

Author:Barry H Cohen
Language: eng
Format: epub
Publisher: Adams Media

Spot Number 4

Advertiser: Computerland/Cherry Hill

Length: 60 sec.

Instructions: Wizard of Oz parody. Stress store name repetitions and fantasy aspect. The Tinman should have metallic-sounding voice with slight echo. “Over the Rainbow” theme music under opening and closing lines.

Dorothy: This doesn’t look at all like Camden. I wonder where we are, Toto. (Dog yips twice.)

Tinman: You’re in Computerland, in a place called Cherry Hill.

Dorothy: Computerland? I only remember the storm of information. I just couldn’t keep up with the work—then I woke up here. Oh, will I ever get back home? (sobs)

Tinman: Don’t cry little girl. In Computerland, there are wonderful machines that can solve so many problems. Why, in Computlerland you can buy an Apple personal computer for your very own!

Dorothy: Where do I find these wonderful machines?

Tinman: My Apple computer can help you. (Beeping sound effects.)

Dorothy: Maybe being in Computerland is a blessing after all. But I shall have to leave. How can I return to Computerland in Cherry Hill?

Tinman: Just a press of this button on my computer (repeat beeping effects) and—oh, take Two Ninety-Five to Route Seventy. It’s right off the ramp!

Dorothy: Oh, I will return to Computerland, Cherry Hill. There’s no place like home, there’s no place like home, there’s no place like home.

Computer: There’s no place like home for an Apple personal computer. Computerland, Route Seventy Cherry Hill: It’s not a fantasy!

Analysis: This commercial played upon the listeners’ empathy for a well-loved character, plus a familiar archetype—the damsel in distress. It suggested a relatively new idea for its time—computers in the home.

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