The Anti-ExposureThe Anti-Exposure

Did you watch the NCAA Tournament?  Then I am sure you have seen the Southwest commercial with the beer-gutted,chest-painting ground crew who is flashing nearby planes with “BAGS FLY FREE”(if you haven’t had the pleasure take a glimpse here).  The first viewing was funny.  The second,third,fourth viewings were somewhat entertaining.  Beyond that the commercial became annoying.  It became the anti-exposure.

We have all witnessed the anti-exposure:a commercial that is so annoying it not only wore out its brand welcome,but has also became a detriment to the brand —degrading the brand with each successive viewing.

There are different reasons for this like the commercial was never that good. However,sometimes the anti-exposure is more than just a good or bad commercial.  It is a byproduct of too much money,micro-targeting,or lack of desire.

Too Much Money
My guess is the Southwest commercial tested well with focus groups,however,I am sure the focus group did not watch the commercial 50 times.  The high frequency of the commercial ruined possibly an effective ad:  

• Seeing the commercial once –entertaining,impactful,and memorable. 
• Seeing the commercial too much –annoying, harmful to the brand,and unfortunately not forgettable

Sometimes over exposure is a function of too much money.  Marketers have a choice of spending money in media or production.  Many times the marketer will choose to minimize production (number of commercials) to maximize media dollars (exposure). 

Some marketers understand this concept and consistently create ads to keep their message fresh and prevent the anti-exposure.  For example,to win the mobile wars AT&T and Verizon are pumping hundreds of millions of dollars into broadcast,and they are constantly creating ads to support their key differentiation.  Verizon is continues to generate map commercials,and AT&T has Luke Wilson reveal a myriad of different ways to multi-task with a phone.

Designed for the Few
About five years back I was working on the Chrysler business.  A bright strategist for BBDO did a insightful analysis proving excessive dealer association advertising degraded the brand.  It made sense.  The dealer advertising targeted deals to people shopping for a new car,which at any given time is less than 4% of the market.  The excessive deal-vertising overwhelmed the brand message and constantly degraded the brand for the 96% of people not in market for a new vehicle.

The Chrysler example is another reason why a commercial can get annoying —they are designed for the micro-target.  Designed for the few.  Most Super Bowl commercials work because they are designed to entertain all viewers.  Effective marketers who use mass media understand they are communicating to all viewers,so they either need to entertain the masses and/or communicate a mass benefit (e.g. think about our Verizon’s maps as a mass benefit).  If people cannot relate to the product benefit or the entertainment value of the commercial,it will decrease commercial effectiveness.  It will become more and more annoying with every exposure.  In a way,DVRing the commercial may be a brand blessing.

Create Commercial Desire
You may remember the  Messin’with Sasquatch commercials from Jack Link’s Beef Jerky.  Or maybe you don’t,because the commercials did not receive a lot of air play.  The commercials were based on a simple entertaining premise —people playing pranks on Sasquatch.  The commercials don’t seem to get old,and if you check out the YouTube Channel you’ll find that many of the commercials of received well over 1 million views.  They are not only on television they are sought out online.

Sought out —an interesting premise.  Can you imagine creating commercials that are the antithesis of the anti-exposure —they are a desired exposure.  Many Super Bowl commercials are sought out,because the single airing was not enough.  Some marketers,like Apple, create desirable ads on a regular basis. For example,the introductory commercial for the MacBook Air ad was simple,elegant and memorable (i.e. sliding a MacBook into an envelope),  and online within weeks the commercial had over 1 million views.

So what about Southwest Airlines?  Well,as of the past weekend they have moved on from the beer-gut,belly-painting,flashing baggage handlers to just the baggage handlers strolling on the tarmac discussing the merits of bags flying free.  Simple,entertaining,and not over epxposed …at least not yet.