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U.S. News and Commentary



Saturday
May052012

Verizon: Products fine but Mother’s Day ad annoys

I’ll admit I enjoy the products I purchase from Verizon. The company also has great customer service. No, I'm not getting paid to say that.

However, whoever came up with the Mother’s Day commercial for the Droid Razr quite possibly created the most annoying commercial in the history of mobile phone branding.

You must have seen it. A mother and her daughter go to a Verizon store to purchase a new phone. Apparently the kid is leaving the nest—15 miles away from Mom. The mom and daughter are an emotional wreck over the move, but the phone will save the day.

Both mom and daughter do a sobbing scene that resembles the standard chalk screeching across the board sound.

What’s amazing to me is that Verizon must have paid a top agency a lot of money to hire the two personalities and create this disaster of a branding message.

It’s not that many of us moms don’t feel sadness as our nest transforms, but the over-the-top emotional gushing alienates those of us who live in the real world.

I’m not alone—the comments at YouTube are mostly not kind. One viewer called it a “horrible war crime.”

A few viewers claimed to like it, with one saying he wished he knew the name of the agency that did it. Ahem. Hopefully there’s not a plant among the commenters, but these days you never know.

When I’m watching TV, the minute I see those two women pop up on the screen, I mute.

The worst insult of all was a woman-hating statement from a YouTube commenter:

“It's pretty accurate about what females do every time there's slight emotional stress.”

Have you seen the commercial? If so, what do you think about it?

 (Commentary by Kay B. Day/May 5, 2012)

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Reader Comments (3)

If you think this version is annoying, then you really should see the version they peddled to us at first. That's the toned down, "Inoffensive" one.

http://www.youtube.com/watch?v=L31gb-ZkJos

The original had more blubbering, subtitles, a shorter distance to get lost in, etc... What were they thinking??

May 13, 2012 | Unregistered CommenterRc2124

I love this commercial and I've been in the advertising business since 1978, including Madison Avenue (Grey Advertising).

It captures, in a comical, satirical manner, the idea of a mother and daughter's trauma about separation. It is funny in its tongue-in-cheek exaggeration. It also pokes a bit of fun at Attachment Parenting and Attachment Therapy, which need stronger critique, especially after that horrible TIME Magazine cover.

Too bad the ad agency diluted this commercial by revising it, making the dialogue more clear, and removing the captions.

May 14, 2012 | Unregistered CommenterSteven Streight

Rc2124, thanks for the link. I hadn't seen that version.

Steven, thanks for weighing in. I imagine Verizon would be glad to know someone likes the commercial.

Appreciate both your comments. ~~KBD

May 14, 2012 | Registered CommenterKay B. Day, Editor
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