The Life Alert commercial: What went wrong?

Ad Review

Product: Life Alert

Type: TVC

Agency: SpotOnMedia

Screen Shot 2014-08-27 at 7.59.08 PM

Being an aspiring copywriter my daily dose of media includes scouting the internet for advertisements both new and old, good and bad. Today I came across a recent T.V. commercial by Life Alert which, to be quite honest was far from being ‘Spot on’.

The commercial in short shows how an old woman who is alone at home falls from the stairs and can’t get up, her cries for help fill the air as life goes on normally for people outside unaware of her situation.

In my opinion what went wrong with this ad was simply the fact that the sensitivity of sentiment associated with human life which often is crucial while handling products like Life Insurance, Safety devices, Pepper sprays etc. The only thing wrong with the ad is the treatment of a core insight.

Presenting people with an old helpless woman, hoping they will see their grandmothers in her is not they way to encourage them to buy your safety device, not every one will take it in the vein it is presented.

In short, if your advertisement scares a person to the bones the chances of him being enthused to buy your product are very bleak.

In my opinion, it could have simply been the woman recalling how she fell down the stairs the other day and was saved thanks to Life Alert and how she cannot imagine what would have happened if she didn’t have it on her. I know its cliché, but considering the nature of the product and the sensitivity associated with it, it’s best to stick to clichés sometimes, after all, they’ve been around for a reason haven’t they?

 

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