Thursday, March 1, 2012

I just can't believe they didn't see the possibilities

(With apologies for the cell phone photo.)

Here you have it ladies and gentlemen, boys and girls and children of all ages - a perfect example of a lost opportunity.

I was meeting my son at a Wizard's basketball game last night and saw that Tropicana orange juice had bought out the whole Gallery Place Metro station.

What struck me immediately as I wandered through, fumbling for my farecard, was the completely missed opportunity to use those pillar things better.

If you didn't see it yourself, look again. See any similarity between the shape and dimensions of the pillar and the OJ bottle?

Yeah. I did too.

Why put a small picture of something on something that is shaped almost just like the something you're trying to sell? How often does an obvious creative application present itself like that and how could you possibly let it go by?

OJ in grocery stores is identified by the consumer - at least in part - by the shape of the bottle.

And some buffoon agency passed on a chance to burn that bottle into everybody's brain. I mean, what were they thinking?

I guess they were more focused on the headlines - things that were supposed to be "inside" regional jokes but only proved the agency was from Somewhere Else.

A missed creative opportunity if I ever did see one.

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