Here's the effective thing about these commercials: They make you stop and notice the Fresno Metropolitan Museum's brand even when their meaning isn't instantly obvious. (One of us, in the regular whirl of getting ready in the morning, overheard one Thursday during the "Today" show and came to work saying: "Huh?")
The TV spots show people trying to pronounce made-up terms that are combinations of art and science terms. Thus, in the first spot, we get people trying to say "WILLIAMSAROYASAURUS."
John English, the Met's marketing manager, says that the museum got a great deal on the advertising campaign: It's free. He writes:
In 2008, the Met was selected as recipients of the Moody Award for Excellence by the Fresno Advertising Federation. As recipients of the award, the federation created the campaign, produced it and negotiated airtime for the commercials to run on radio and TV. The Met is able to benefit from this great campaign without spending a dime.On the jump: Check out the campaign's other two ad clips. In the meantime, here's a sneak peek of the Beehive's new campaign featuring local folks trying to pronounce:
"MIKEOZOSCAREDOFKRIKOR"
"KATHYMAHANEEDSMORESHOES"
"JOANOBRAONCEATEATMCDONALD'S"
"RICKBENTV"
and
"HEATHERMCLAKNOWSTOTHANKGODFORLINDSEYLOHAN"
Cool! Loved reading your beehive versions!
DONALDMUNROISSOCLEVERHEMAKESMELAUGH or
DONALDMUNROVESTHELOCALTHEATERSCENE or ...
DONALDMUNROHMYGODHEWATCHESBADREALITYTV
Which is why I knew who the "Megan Wants a Millionaire" dude who hanged himself was, Heather. Who says I don't stay culturally literate?
Not I, Donald Munro.
I know the whole thing is a tragedy and all, but I can't help feeling a little gleeful that the "Megan" show was canceled. I hope this is the last we ever hear of her.
Those are really clever! How cool.
The Fresno Met + The Fresno Advertising Agency = 2 THUMBS UP! >> Kudos to John English and the entire team for a fantastic branding + marketing mix!
I don't think there's anything wrong with being scared of Krikor.
I for one am scared of his lips.
I had shockingly little to do with it. The Ad Fed and the folks they brought in to work on this for us are spectacular. They deserve all the credit - we at the Met are truly grateful!