Lauren Foote

I don’t necessarily think of myself as a commercial snob, but I have discerning tastes when it comes to material that I consider tolerable for those unavoidable entertainment interruptions. On one side of the spectrum is the witty, almost enjoyable 30 second product pitches you stumble across once is a blue moon. On the other are the commercials that make you want to throw your remote right through the television screen. Somewhere in the middle lie advertisements for your local law firm or air conditioning company. Unfortunately, it seems that most commercials aired today fall in the completely insufferable category.

There is one that stands out for me and has the propensity to stir up a certain level of rage that is quite unsettling. The commercial for HeadOn, a topical headache relief product that attempts to leave a lasting impression on potential consumers by repeating their pitch line multiple times in rapid succession. “HeadOn, apply directly to the forehead. HeadOn, apply directly to the forehead, HeadOn…”, it makes you wonder if the sound track for the commercial was skipping or if the marketing executive of the company was on drugs. Some marketing techniques suggest that using catchy jingles or repetition of key phrases boost product sales because the consumer can’t seem to get the tune out of their head. However, a commercial as annoying as the HeadOn advertisement only leaves deep loathing and a promise to never support the product’s manufacturer in any way, shape or form.

Although the commercial became mildly popular due to wide spread discussions of annoyance, I beg the question, how much did the product manufacturer profit from the multiple parodies and comical knock-offs generated by the ad? Let’s face it, if people were only discussing the commercial because of its outrageously obnoxious attributes but never actually purchased HeadOn, what good is the commercial? There is a fine line between making an impression and making a complete mockery of your company and product. I believe that the HeadOn commercial pushed the envelope and extinguished any chance of product success.

How do you feel about the HeadOn commercials?

Graphic Credit:
Animationfactory.com