As I sit here at my desk working, with the radio on in the background, the Dinty Moore Beef Stew radio commercial caught my attention. My thoughts are that the advertising agency that works on this account needs to go back to the drawing board.
The commercial comes across as if the subject (male) is taking a survey on a variety of foods. He describes the first product with a kind of high pitched voice (almost feminine). He didn’t like the way the texture of the first product felt in his mouth as he chewed the bite. Then he takes a bite of the Dinty Moore Beef Stew and his voice becomes this deep, robust voice (a man with confidence, in other words) and then proceeds to take on an air of a more adventurous type…but nowhere does he mention anything about how the texture felt in his mouth as he chews the bite.
The commercial does describe the product as it should: large bites of meat, potatoes and carrot in a savory gravy.
But, unfortunately, I just can’t see throngs of men rushing out to buy this product because of this commercial. They may buy it for an easy fix for lunch or supper but not to get the motivation to become more adventurous.
In advertising, pretty much everyone has been influenced by someone else. As we’ve been bringing you stories about ad legends like Bill Bernbach and George