the world according to schmogel.

Casting is important. When actors are chosen to represent a brand in short stories, it is important to chose wisely. It’s easier to ensure the chosen few resonate with a specific target. What is harder is making sure that those who fall outside the core sweet spot don’t have a violent reaction to a brand because of choices.

Sure, one could make an argument that the messaging wasn’t created for those outside the target. I issue a challenge. Until brands can guarantee that only that sweet spot sees the message AND they are the only ones that buy said product or service it will remain important to please the core target, while not upsetting the rest. And really, other than perhaps Girls Gone Wild, I can’t think of brand who could care less about those outside the target.

Which leaves me to believe not only am I not the target [which I actually think I am in a few], these ads didn’t have the best casting…

Here is my list of ‘5 Ads That Make Me Want To Punch The Actor- And I’m Not a Violent Person’ *I’m not focusing on local ads, just those from folks who should know better.

1. Starting easy. I have already written my disdain for this one, but again… The Staples ads are terrible and makes me not want to shop there. And I could use a few things Staples sells.

2. McDonald’s Coffee Guy. I don’t know why I hate him, but I want to buy a coffee and pour it on him.

3. White Castle Kid – I don’t understand this ad and I hate this kid. Maybe ‘My Sweet Sixteen’ ruined spoiled teens for me, but this kid does not help White Castle.

4. 1-800 Contacts Guy with ‘special eyes’ especially when he says ‘my brand’- first, he is ripping off zoidberg of futurama… secondly, he annoys me. I will continue to overpay at my trendy eye doctor and avoid 1800 Contacts.

Zoidberg:

5. I am going to save my 5th spot for something special. I am sure there are more out there. I almost put the Windows 7 ad with the French woman or the Midas guaranteed brakes or the Bud Light hospital ad… but I’ll leave it open for now.