Television break-ins and break-outs are great, if only the idea is well executed in a smart manner. Smart, meaning – Simple, Meaningful, Appropriate, Relevant and Timely.Here’s a good example of a break-in/break-out that most of us see often on Al Jazeera:
we see some strong Arabica Coffee
over the Middle East.”
Sponsored by Qatar Airways”
Very Nice, very smart. And there’s more of them. Not only they linked an airline-business to weather, they cleverly managed to get the consumers like you and I, to actually like their advertising.
I know the people pushing buttons at the television stations aren’t that clever to fade-out to a commercial break before butting-in with a time-check; but I’m sure there must be some brains behind the Panadol brand team. The creatives, the client servicing, the brand managers, the marketing manager... the whole line-up can’t be stupid, can they?
Munchee can break-in anytime with a “snack” angle, or Horlicks could “at the end of a tiring day.” Lipton too could, anytime, because anytime is teatime in the Paradise isle.
I would hate to hate one of my favourite brands. Panadol must master the “art” of advertising – find a relevant angle, be simple and meaningful, pick the appropriate way and the right time – be clever, and my headache shall be over.