Responding to Go Daddy CEO Bob Parsons’ post of the same title as this one:
I don’t have a problem with the commercial, but it seems to me you’re wasting your breath trying to explain it. It was – what? – 30 seconds long? Like a joke, you either get it or you don’t. Trying to explain it to people who didn’t get it/like it will just lead them to dig in their heels further.
Marketing is about posititioning. The best ads don’t appeal to everybody. The best ones appeal very much to a specific segment and often piss off the rest. Even the cool Apple iPod ads don’t appeal to my mom & dad. A lot of advertisers think they have to appeal to everyone, which makes them either 1) boring and watered down or 2) “popular,” but not moving the sales meter.
Remember those popular Taco Bell chiuaua commercials? They had no impact on sales. Franchisees complained and, after a while, corporate parent Yum Brands finally got it and started focusing more on advertising what they actually sell, not winning Cleo awards.