Can You Mute Me Now?

It’s hard enough for TV ads to communicate at full volume. Really smart marketers are learning how to connect with viewers even “on mute.” 

That’s important, especially as more and more young consumers only watch TV passively in public spaces, like bars, gyms, airport lounges, restaurants and coffee shops.

This new Verizon “Rule the Air” ad is a good example, reminding iPhone 4 salivators that it’s your wireless network, and telephone’s signal strength, that really matter.

I don’t think we’re going to see the “Can You Hear Me Now?” guy reappear any time soon. Now if Verizon could only do something about its unspeakable check-mark logo.

Comments

[Matthew Quint]

Indeed, Frank. I also like that this campaign and tagline are focused on the actions of the consumer... "Rule the air." Even the word rule has a nice emotional power to it.

[Frank J. Oswald]

I think use of the imperative is part of it, too. Think, "Just Do It," "Never Stop Exploring," "Think Different," "Let's Build a Smarter Planet." It's all about YOU--and empowering you--not about US.