Lighten Up…It’s Just a Commercial
Few commercials stop me in my tracks and strike me as great. A few I absolutely detest. But for most, I pay little or no attention. Personally, this one fell in the later for me.
I certainly had neither a strong positive nor negative reaction. Mainly, I found myself singing with the music (because I like the song). But I paid little attention to any message in the spot. In fact, until I read Garfield’s review on AdAge, I didn’t even know it was for CVS. I just saw avatars and the animation and assumed it was for some pharma company.
When reading Garfield’s review, I found myself laughing and audibly suggesting some Xanax for both Garfield (who said: You see a lot of bad ads if you watch long enough, but, really, how often it is that you see a TV commercial that makes you want to puke? ) as well as those of the polar opposite opinion who are pissed that he presumed to speak on women’s behalf.
CVS rolled out the spot in early October as part of a $25-million, national campaign to rebrand itself by celebrating and honoring women’s roles as nurturers and caregivers.
According to this story, “CVS conducted research with women — both online and in friendship groups in women’s homes — to better understand their roles. The research found that women make the health-care decisions in their families and are the main caregivers. One in four is a caregiver for people they live with or for a family member of friends. But while women embrace that role, 93 percent felt that no company was helping them in the tasks.”
The “For All Ways You Care” spots will air during programming that targets women ages 35 and up, and the push also includes social networking elements, with a new Web site (ForAllTheWaysYouCare.com) that features the ad and stories submitted by consumers who care for themselves or others.
All I can say is with a $25 million spend…I think SnowPocaAriel is going to be pretty visible out there, so for everyone that seems to hate this spot, get your remotes ready.
This post was written by: Kim Mickelsen
November 1st, 2007 at 8:45 am
It does look like an LDS spot.