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TV spot - this is the "headline" ?!?...

by TimothyW
26 replies
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Just saw a TV spot that begins with this declaration...

"Everyone loves the way dark clothes make them feel."

Huh?!?

Have you ever ONCE in your whole life said to yourself, "Y'know, I love the way dark clothes make me feel"?

Have you ever even HEARD of ANYONE who EVER said such a thing?

I don't get how some of these things get past the board meetings!

-- TW
  • Profile picture of the author laurencewins
    Maybe they were bored meetings?
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  • Profile picture of the author Ken Leatherman
    TW my wife and I saw the same commercial and said; "This is plain dumb."
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    • Profile picture of the author lanfear63
      Dark clothes can actually make you look slimmer. I don't know the actual mechanics of it but a large lady for example would wear something black. like a dress, as it detracts visually from their size to them and to others. Claude often wears them in his store.

      Dark clothes in the winter are sensible attire as they absorb more heat and light, making you warmer. so dark clothes can make you feel good. Light colors reflect it more.

      In the summer, light colored clothing is worn more to reflect the heat from the sun. The lightness, bright colors and the sunlight also make you feel good along with others around you.

      So, both can make you feel good but for different reasons.
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  • Profile picture of the author Claude Whitacre
    Originally Posted by TimothyW View Post

    Just saw a TV spot that begins with this declaration...

    "Everyone loves the way dark clothes make them feel."

    Huh?!?

    Have you ever ONCE in your whole life said to yourself, "Y'know, I love the way dark clothes make me feel"?

    Have you ever even HEARD of ANYONE who EVER said such a thing?

    I don't get how some of these things get past the board meetings!

    -- TW
    It isn't dumb. (By the way, it was my first thought too, that it was dumb)

    The headline says a statement that we have never thought, but it sounds reasonable. So the natural reaction is to go along with it, as though you had already had that thought. This makes the whole premise of the ad, easier to accept as true.

    When selling, I'll often say "have you ever noticed that...?" and it will be something that I know they have never thought of, but sounds reasonable. They will say "Yes" because they want to appear "in the know". And now, I have them thinking along the lines I want.

    Using similar language, you can get people to agree with almost anything. They may not fully accept it as true, but it makes believing the next statement easier.

    If you posted this in the Offline Forum, or Copywriting Forum, you'd get a different reaction.
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    • Profile picture of the author TimothyW
      Originally Posted by Claude Whitacre View Post

      It isn't dumb. (By the way, it was my first thought too, that it was dumb)

      The headline says a statement that we have never thought, but it sounds reasonable. So the natural reaction is to go along with it, as though you had already had that thought. This makes the whole premise of the ad, easier to accept as true.

      When selling, I'll often say "have you ever noticed that...?" and it will be something that I know they have never thought of, but sounds reasonable. They will say "Yes" because they want to appear "in the know". And now, I have them thinking along the lines I want.

      Using similar language, you can get people to agree with almost anything. They may not fully accept it as true, but it makes believing the next statement easier.

      If you posted this in the Offline Forum, or Copywriting Forum, you'd get a different reaction.
      You lost me at, "but it sounds reasonable."
      Correction: No, it does not sound reasonable.
      It sounds dumb, and not reality-based.
      In fact, it jumps out as a *particularly*, *especially* dumb thing to say (or think).
      Like something a person with "brain troubles" would declare.
      It is equally accurate to suddenly leap to your feet, and announce:
      "Everyone loves the way wearing a tin foil hat makes them feel!"       *

      -- TW

      * [Quick note to the Brand Managers at Reynold's Wrap]: If you're working on
      that exact campaign right now, please stop.
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      • Profile picture of the author Claude Whitacre
        Originally Posted by TimothyW View Post

        You lost me at, "but it sounds reasonable."
        Correction: No, it does not sound reasonable.
        It sounds dumb, and not reality-based.
        In fact, it jumps out as a *particularly*, *especially* dumb thing to say (or think).
        Like something a person with "brain troubles" would declare.
        It is equally accurate to suddenly leap to your feet, and announce:
        "Everyone loves the way wearing a tin foil hat makes them feel!"         *

        -- TW

        * [Quick note to the Brand Managers at Reynold's Wrap]: If you're working on
        that exact campaign right now, please stop.
        I hope you realize, that by not accepting what I say as absolute fact, we are now sworn mortal enemies.

        Prepare for war.
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      • Profile picture of the author Claude Whitacre
        Originally Posted by TimothyW View Post

        You lost me at, "but it sounds reasonable."
        Correction: No, it does not sound reasonable.
        Tim;
        Dark colors are preferred by heavy people, and dark colors hide some imperfections in form. I would think all women know that, at least intuitively. And many men know that as well.

        So the headline "Everyone loves the way dark clothes make them feel" addresses that idea.

        Also, it's a much kinder, more politically correct way of saying "Black hides fat, and that's the reason you wear black".

        The headline says "feel", because if it ended with "...makes them look", it's a little too obvious, and mean.

        It really is a good headline.
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        • Profile picture of the author Dan Riffle
          Originally Posted by Claude Whitacre View Post


          It really is a good headline.
          Maybe. Maybe not. It took me and my wife right out of the commercial. We spent the rest of the commercial discussing the odd phrasing. I can't even tell you what product the commercial was pimping. That's a problem.
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          • Profile picture of the author Claude Whitacre
            Originally Posted by Dan Riffle View Post

            Maybe. Maybe not. It took me and my wife right out of the commercial. We spent the rest of the commercial discussing the odd phrasing. I can't even tell you what product the commercial was pimping. That's a problem.
            I actually forgot this was a TV ad. I was thinking it was a print ad. I'd have to see the commercial. And I have no idea what the rest of the commercial was about, or what they were selling. I assumed they were selling darker clothes, probably for plus sized women.

            Am I right?

            When I see the ad, it may show that my assessment was wrong. If so, I'll formally tell Timothy I was wrong, and he was right.
            But admit it to you? It will be a cold day in hell.
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  • Profile picture of the author Alexa Smith
    Banned
    Originally Posted by TimothyW View Post

    Have you ever ONCE in your whole life said to yourself, "Y'know, I love the way dark clothes make me feel"?
    Yes. Many women have.

    I like the way black clothes make me feel, but other dark colors, also.

    It seems to me that you're ridiculing something that might actually (depending on context and targeting) be very appropriate, or good marketing, or whatever. But perhaps you just have no experience of judging or selecting the kind of things that the people who selected that do have experience of judging and selecting. Since you ask ...

    .
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    • Profile picture of the author sbucciarel
      Banned
      Originally Posted by Alexa Smith View Post

      Yes. Many women have.

      I like the way black clothes make me feel, but other dark colors, also.

      It seems to me that you're ridiculing something that might actually (depending on context and targeting) be very appropriate, or good marketing, or whatever. But perhaps you just have no experience of judging or selecting the kind of things that the people who selected that do have experience of judging and selecting. Since you ask ...

      .

      ^^^^^^^^^^^^^^
      This exactly. OP: Have you never heard of the "Little Black Dress" ... every woman who is into fashion has at least one. Black is one of the classiest looks for evening wear for both men and women. Gee, I wonder why it is worn so much. Women love the slimming effect that wearing black gives you. Men wear black suits more than any other color suit.

      I have two favorite colors. Black and Red, both being equal.

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      • Profile picture of the author Midnight Oil
        Originally Posted by sbucciarel View Post

        OP: Have you never heard of the "Little Black Dress" ... every woman who is into fashion has at least one
        "I love a little black dress. It's a great, wonderful, fun, easy piece of clothing to have."

        Jennifer Aniston
        Queen of Little Black Dresses
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  • Profile picture of the author Lucian Lada
    Dark clothes, as Lanfear said, make people look slimmer. Every fatty knows that.

    Secondly, dark clothes are more formal and dare I say, more sensual, as they blend in much better with the night, when people usually go out with the main goal of socializing. (Read: hooking up.)

    Thirdly, given that most people have a dark complexion, dark clothes suit their complexion much better than light clothes.
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  • Profile picture of the author Dan Riffle
    I think that's it. I told you, the phrasing took us right out of the commercial.
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  • Profile picture of the author TimothyW
    Now I saw a commercial with a very clever (unintentionally?) line...
    During a Tena (urine absorbing pad) ad, referring to the freedom they give you,
    it says, "Let yourself go!"

    -- TW
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  • Profile picture of the author TimothyW
    Originally Posted by TimothyW View Post

    Just saw a TV spot that begins with this declaration...

    "Everyone loves the way dark clothes make them feel."

    Huh?!?

    Have you ever ONCE in your whole life said to yourself, "Y'know, I love the way dark clothes make me feel"?

    Have you ever even HEARD of ANYONE who EVER said such a thing?

    I don't get how some of these things get past the board meetings!

    -- TW

    Even if you like little black dresses, my OP still stands.

    "Everyone loves the way dark clothes make them feel."

    Huh?!?

    Have you ever ONCE in your whole life said to yourself,
    "Y'know, I love the way dark clothes make me feel"    ?
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    • Profile picture of the author Alexa Smith
      Banned
      Originally Posted by TimothyW View Post

      Have you ever ONCE in your whole life said to yourself,
      "Y'know, I love the way dark clothes make me feel"      ?
      Yes, I have. (As have many women).

      Ask your question a third time, too, if you want ... my reply still won't change.

      Still, it was nice to see some decent shoes in a thread, here, anyway.

      .
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    • Profile picture of the author Claude Whitacre
      Originally Posted by TimothyW View Post

      Even if you like little black dresses, my OP still stands.

      "Everyone loves the way dark clothes make them feel."

      Huh?!?

      Have you ever ONCE in your whole life said to yourself,
      "Y'know, I love the way dark clothes make me feel"      ?
      I never have, but then, I'm a guy. I don't buy fabric softener.

      I'm assuming that the company did a Focus Group, and found that some women really like dark colors, and they said that they would buy a fabric softener, specifically for dark colors.


      The copy may appeal to women. I get why it was used (the psychology, anyway). Maybe this would have been better; "The word is out...Women love the way dark colors make them feel".


      Again, if this thread would have been in the Copywriting forum, this would be a different conversation.
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  • Profile picture of the author TimothyW
    AHA!

    They CHANGED the line now!

    It now says, "Everyone likes the way they feel in dark clothes."

    That makes SLIGHTLY more sense, IMO.
    But only SLIGHTLY more sense.

    But, at least "someone" changed it!
    Maybe too many focus group members came back with "HUH?!?" about the original headline.

    -- TW
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