+ Over at adage, Garfield critiques the latest crash spot from CP+B for VW. I have to say those ads are hard to watch. And for some reason I cannot explain, harder to watch than the first round of spots. Part of that I think has to do with the crazy media buy. For the first time in a while I was able to veg on the couch during the weekend watching TV. In the period of 3-4 hours I had to have seen both new spots at least 20 times. Or at least it felt like that many.
Perhaps there's something to be said for a lower frequency buy for spots like this. Just like any violence or "shocking" sort of thing, the more you see it, the more desensitized you get to it. Which then you have to wonder, will these ads lose their impact (no pun intended, seriously!) of shock value if they are constantly seen?
Or if you're like me you just change the channel when you see the first couple seconds of the spot, to avoid seeing the crash part.
Caffeinated posts from a Creative Director/Copywriter/Strategist.
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