The text on the above Eukanuba advertisement image is:
She can swim to a life raft 1 1/4 miles offshore and swim back pulling it, and the thirty stranded passengers, with her.
Zelda. Half dog, half powerboat.
Bring out the extraordinary in your dog.
The ad had me hooked.
I wanted to know more about Zelda.
I went to Eukanubu's site to read additional about this amazing dog, and found...
Nothing.
I then turned to the trustworthy Google and searched for Zelda information.
Still nothing much; mostly repeats of the advertisement.
Finally, I found something useful.
Evidently, Eukanuba is partnering with others to create a new television show entitled "Extraordinary Dogs."
But after a brief search, I didn't see anything on Zelda--just a few clips and press releases on the program.
My message to company execs with this post?
Stirring consumer interest through an ad is fantastic, but it is only half of the process.
For those of us who want more on Zelda or whatever, always give it to us.
Because when you do, you'll have an "in" as to selling me your product or service.
39 comments:
Good advise. I've seen ads that don't tell me what they sell or where to buy.
I'm intrigued by Zelda, too. Too bad they didn't have Zelda's story posted on thier site.
I worked in marketing/advertising...and you're exactly right. The worst thing to do is get an audience excited about a product, and then not live up to it or deliver the goods
Wow if that's true that is one super powered dog. And no info is dumb, it's not like a tv show where you can do a cliffhanger.
I certainly hope this isn't fake. That would be bad.
Great idea for the marketing people. I would love to know more about Zelda.
Seeing the picture on your blog, I was hooked. Its an innovative way to market; leave the people confused.
Now I'm intrigued to learn more! As an animal lover, just looking at the picture alone prompted a soft "awww" from me. Really though? They should provide just a little bit more info on the pooch. haha
true that man...inspiration without application leads to stagnation...smiles.
She's a cool looking dog!
Ads that don't show or tell me what they are selling drive me nuts. I can't stand it when you can't figure it out. What is the point of advertising if we don't know what your product is.
Welllllllll, huh! I agree. Hope they hear your message!
Shad can fetch a stick once but then is too tired to bring it to shore. He's extraordinary too! :)
I totally agree with your message. Hope they take note!
My dogs could probably do with less 'extraordinary'...
Talk about getting one's hopes up for nothing. :(
It just sounds like someone capitalizing on the old lassie thing.
SD -- As a former Creative Director for 25 years, I can tell you that this is a terrible example of a Good Ad Gone Bad.. because the follow through is so poor. The client may as well have taken their cash and set it on fire .. it's that wasteful. Plus, once you're disappointed by a product, the odds that you will open up to it again diminishes significantly. So, it's not just money wasted, it's potential clients totally turned off.
But after reading your article about the darling young man killed on the side of a road by a driver on a reservation, it just pales in comparison. Talk about a waste of a promising young life ... do hope the driver is given the "opportunity" to pay society back for the grievous loss of life his actions were responsible for...
What a missed opportunity to tell Zelda's story! Makes you feel sort of duped, like Zelda is just a figment of some ad exec's imagination. Hope they remedy it.
What an incredible story - and exactly as everyone says - completely missing the boat. If I was Zelda I'd be really disappointed ..
Thanks for the highlights - useful to remind us to finish the story .. cheers Hilary
I agree! I hate that! When something peaks my interest and then I turn up nothing in my online search. What is the point of that. I'm curious about Zelda now too.
Zelda is really interesting
Too funny! I'm not sure it would ever occur to me to find out more... but then I don't like dogs...
I love Zelda. Even if I don't know why.
Yikes - that's an important reminded to ad companies. Follow through!
Slamdunk:
The Italians could have used a few ZELDAS with that cruise ship sinking...not that she could have towed it to shore...I was speaking to rescuing the people.
And I agree with what you say about adverts...
You want me to PAY attention?
...then SHOW me something I can wrap my head around.
Good psot AND comments.
Stay safe.
I find myself wondering if Zelda the Extraordinary really is a creation of some ad exec's imagination, and he didn't realize anyone would want the details.
I dunno, i just assumed she's your general water rescue dog who's trained to do that with all the other water rescue dogs out there.
But it is weird that they missed out on an opportunity
I agree. Or they can come teach my blue heeler new tricks so he's not bored.
Maybe they want us to tune in? I would watch. But you are right, there is a missed opportunity here.
Seriously, why don't they have more info here. I'm hooked too--heck, I want to be as cool as Zelda (if I just knew how cool she really is lol).
Great post--as always :0)
-E
Zelda sounds like "Sell the ___" (you can finish the rest :). True, good advertising hooks you in, but great advertising I think keeps you wanting more. Thanks for sharing another insightful blog.
Too many ads and commercials are all about packing a big punch, whether it's tugging at the heart strings or making us laugh. I find that half the time, I can't remember who or what the commercial is selling. (Like the t.v. commercial with the pig squealing as he rides down the zip line... )
As one who's been in advertising, this ad is fantastic. What isn't fantastic is that the company missed a golden opportunity by not offering any more information about Zelda on their website. The possibilities of what this campaign could have done are endless.
Ditto on those of us who want more, give it to us. That way companies acquire more customers.
Blessings - Maxi
James Patterson a former marketing director now famous author was asked, "What do you say to critics like author Stephen King who say you're not a great prose stylist?" Patterson responded, "I am not a great prose stylist. I'm a storyteller. There are thousands of people who don't like what I do. Fortunately, there are millions who do.
I think we all fall in the thousands who care ... and yes we should be included for we are the ones who tip the scales when change needs to occur - we are awake & aware...
joanny
I agree with that. It's also why I don't like little snippets of news with no follow-up.
Zelda is famous...on Eukanuba...and a beautiful dog. I have often wondered if Zelda is an advertising ploy.
I read that ad in a MD's office. Was intrigued by this ZELDA. Went to the dogfood site. Did find where you can e-mail a product question,"ask an expert' or you can call:
http://www.eukanuba.com/en-US/email-expert.jspx
Actually, Zelda is my dog. Her real name is Sierra. I sold the image for use for advertising.
While she is amazing, she doesn't swim that far. =)
http://philsdof.blogspot.com/2012/02/zelda-from-eukanuba.html
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