Health Care Reform Ads:  Will Negativity Take a Holiday?

By Steve Wolfberg on 12/01 (4) Comments •
tagged: Apple, Health care reform, Holiday ads, iPhone, Verizon

Christmas came early for TV stations across the country this year.  When it became apparent that the health care reform bill would come to a vote before 2009 came to an end, both sides of the issue pumped millions of dollars into TV spots to support their respective cause.  Over $170 million in all ($40 million in November alone).  That’s the most ever spent on behalf of a single advocacy issue.

The question is, will the tone of these spots take a less confrontational tone in the time we are all wishing peace to our fellow man?  Will the typical negative, take-no-prisoners tack so evident up to this point be replaced by a kinder, gentler approach? One can only hope.  But I would expect the gloves to come back off by New Year’s.

Or perhaps by December 26^th.

But if you still have a hankering for comparative and competitive ads during the holiday, fear not.  The Verizon ads that take a swipe at ATT’s 3G network are instant classics.  The “There’s a Map for That” slogan is a wonderful counter-attack line to the iPhone’s “There’s an App for that.”  And putting the iPhone on the "Island of Misfit Toys" is fun and memorable – especially considering Apple used a similar animation style (based on the original Rudolph the Red Nosed Reindeer TV special) in one of their spots last Christmas.

Come to think of it, I’d be OK with negative health care reform ads – at any time of the year – if they were as smart, original and entertaining as Verizon’s.

Bill Field said on 12/01/2009

Verizon using the “Land of Misfit Toys” is pure genius.  Another brand using the Rudolph the Red Nosed Reindeer halo is Aflac.  Lots of residuals for those creators.  Alhtough Burl “Silver and Gold” Ives isn’t around to share in them.  Good stuff!!

Dave Martino said on 12/01/2009

Bill-

Completely disagree.

Using the Land of Misfit Toys is a horrific whoring of a wonderful institution of my childhood and the childhood of millions of Boomers.

Trying to connect a cell phone brand with the “sacred Rudolph” is bad taste at best and a lousy lack of creativity at worst.

I remember Joe Hoke reviewing my portfolio in 1987 and he warned me about relying on “borrowed interest” instead of digging for real brand differentiation.

As a loyal iPhone and AT&T user, Verizon can kiss my Apple!

Oh, and hey Steve—-happy holidays!!

Dave

Dan Weingrod said on 12/02/2009

Steve - Looks like your wish came true. http://bit.ly/5uuaSk

Maybe we all CAN just get along.

Dan

jriccio said on 12/03/2009

Steve:
Like ur stuff online. embrace the “new” way. Though AT&T/Verizon called it quits, the “You’re killing grandma” approach in washington is back. As a culture, I don’t think we like each other. I say December 26th would be late date. JR